British retailer Cath Kidston has announced its brand transformation plans, with a core focus on digital acceleration and global growth.
The plan follows its restructuring in April. With renewed support and investment from owner Baring Private Equity Asia, the company said it has realigned its cost base and structure to create an economically viable operating model as with eCommerce accounting for 85 per cent of the business.
The retailer said it has identified opportunities to bolster brand relevance and product innovation, as well as improving its digital presence and international partnerships.
Cath Kidston, established in 1993, said it will draw on its “British heritage” to operate as a digital-first retailer in the UK, while leveraging its wholesale relationships and franchise partnerships in over 35 countries.
Over the last 18 months, the brand has been investing in its digital infrastructure; upgrading its eCommerce platform, activating a CRM platform to enhance tailored customer interactions and instituting a cross-border payment and shipping solution to open up over 200 markets by the end of the year.
The retailer said its Piccadilly store will return in November as its global flagship, the only high street retail store, set up to showcase its 27 years of British design and print heritage.
Other transformation measures include streamlining Cath Kidston’s product range by curating content for customers and refining the offer to focus on key products and easier ways to shop. The company said it aims to reclaim its status as a gifting destination where 1 in 5 UK customers have either bought or received a Cath Kidston gift, and will continue to build new categories to reflect “growing consumer demand” in areas such as Home and Kids.
Melinda Paraie, chief executive at Cath Kidston, commented: “We truly believe that Cath Kidston is a brand for our time, and we have worked incredibly hard to create a sustainable, profitable future for the brand following our restructuring.
“Our customers sit at the heart of our new strategy, and it was fundamental to our vision that we could maintain Cath Kidston’s role of inspiring the everyday optimist with our hand drawn prints and joyful products. Particularly as we all face our new normal world, the role of bringing moments of joy to everyday is even more relevant.”
Marty Wikstrom, chair of Cath Kidston added: “We’re optimistic about what the future holds for Cath Kidston. This is a brand with a powerful heritage and loyal customer following that has pivoted its business strategy to ensure that it is positioned for success in a changing retail environment.”
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