Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

East sets out expansion plans after Christmas sales soar

Like-for-like sales at womenswear chain East were up 25% over the Christmas trading period and it has outlined plans to expand in the UK and internationally in 2017.

The retailer is now gearing up to expand in the UK and internationally following a “significant” investment from new owners Crore Capital, which bought an 80% stake last September.

It will open a “number” of new stores, revamp its online offer and upgrade its IT systems, so it can deliver a more personalised omnichannel experience.

Vilkauls said: “With its emphasis on individual design and quality natural fabrics, the East brand has always resonated strongly with its customers. The brand is committed to ensuring that customer needs are at the heart of the design process and will plan for ’buy now, wear now’ rather than the traditional seasonality model.

”Design and innovation are central to the business and with the return of Penny Oliver, one of the original founders, and significant investment from the new owners, Crore Capital, East is ready to expand both nationally and internationally.”

Oliver, who founded East with Clive Pettigrew and Jonathan Keating in 1994, was product director until 2008 and returned to the role in October last year.

Vilkauls joined East as interim CEO the following November from Thomas Pink, where she chief operating officer. She replaced Suzi Spink, who stepped down as CEO of East after its former owner, Fabindia, sold a majority share to Crore.

The sale came just over a year after East entered administration, in June 2015, and was bought back by Fabindia in a pre-pack deal.


Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.