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Drapers Awards 2016: Mainstream Brand of the Year

Sponsored by K3 retail

Mainstream brand oty

Mainstream brand oty

WINNER Joules

Following its flotation in May on London’s junior stock market, Aim, Joules plans to open 10 stores in the coming year. In addition, its impressive growth – a 22% revenue increase year on year – has been delivered through the strength of its distinctive brand image, its loyal customer base of 2 million, a growing international presence and a strong strategic retail operation.

Realising that customers’ wants and needs vary from location to location, Joules introduced a tailored product offer and store design in retail segments to appeal to each local community. This, along with its focused marketing strategy, the judges found, led to “great financial success for Joules”.

Joules’ international expansion plans include increasing wholesale accounts from its current 560 stockists, and building on its ecommerce channels in the US and Germany. To do this, it will also increase investment in developing its infrastructure, supply chain and IT systems.

Joules’ international revenues have grown by 198% since 2013.

FINALISTS

Barbour

Barbour

Barbour

Long-established British lifestyle brand Barbour sells 80% wholesale, 15% retail and the rest by ecommerce. A new pre-collection selling strategy this year brought record results for its spring and autumn 16 collections.

 

 

Ben sherman for web

Ben sherman for web

Ben Sherman

Ben Sherman is bringing heritage back to the British brand. It recently entered the Chinese market, opening two stores in Shanghai, and continues to invest in marketing, retail, and product development.

 

 

 

Hugo boss

Hugo boss

Hugo Boss

With a shift toward Boss Green and Hugo within its wholesale business, and a focus on own retail, Hugo Boss presses ahead. Its wholesale division now accounts for 41% of total sales in the UK.

 

 

 

Izabel London

Izabel London

Izabel London

Having begun with five stores in 2011, Izabel London is now in more than 500 doors in the UK, and has entered new territories via licensing, agency and distribution in India, Japan, Thailand and elsewhere.

 

 

Little Mistress

Little Mistress

Little Mistress

Of its 350 stockists, this firm’s key outlets include Asos, Lipsy, and Shop Direct. In 2016 it opened 20 concessions in Debenhams, all staffed and controlled by its in-house retail team, and it plans another 40 in 2017.

 

 

Superdry sport dual gender

Superdry sport dual gender

Superdry

Introducing sportswear this year was a massive focus for Superdry. It now offers more than 80 sportswear items and is introducing new fabrics and creating designated areas in more of its stores.

 

 

Ted Baker

Ted Baker

Ted Baker

Ted Baker

Wholesale sales were strong in both the UK and the US for Ted Baker, and ecommerce sales grew by 29% this year. In addition to UK growth, there was also strong performance from US and Asian retail.

 

 

 

Wacaol

Wacaol

Wacoal Europe

With a wide range of products and prices, Wacoal Europe lingerie brand Fantasie’s independent store sales have risen 16% year on year. House of Fraser, Bravissimo and Fenwick are also stockists.

 

 

 

Weird Fish

Weird Fish

Weird Fish

Wholesale, retail, and ecommerce sales at lifestyle clothing brand Weird Fish, founded in 1992, have grown more than 20% this year. Future growth plans include broader product ranges and lower prices.

 

 

 

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