Becci Cornelius, Director of Ann’s Cottage Surf Shops, which has eight stores in Cornwall.
Our customer is at the heart of everything we do - quality, choice, value and service being paramount. If their needs aren’t being met, I have to find a way of making sure we deliver.
In an increasingly competitive industry, brands that originally dominated their market now find themselves fighting for a share of the ever-diminishing cake. It can be easy to get lost in the race to keep up, and the customer’s needs and expectations often take second place against the desire to stand out.
The natural solution, then, was to create our own exclusive collection. Our inspiration and the creativity behind our brand comes from a deep understanding of our customers and their way of life. Our customers want product to be premium quality without a premium price tag.
Throughout the whole process - from concept to production - our focus has been on quality. As leaders in Cornish surf and beach lifestyle, we feel qualified to deliver our own brand.
It’s important to us that our heritage plays an integral part in the business, as it’s who we are and where we’re going. This is our 35th year, and we felt the time was right to launch the capsule collection.
The customer is, and will always be, the hero in our story.