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New Sandwich chief plans brand push

Incoming Sandwich managing direc-tor Charlotte McHardy plans to build brand awareness and support stockists of the womenswear brand with the introduction of a transactional website and more marketing, when she takes up her position on December 1.

McHardy, who will leave her present role as managing director of Olsen UK at the end of October to join Sandwich parent company United Clothing, said she intended to strengthen the brand and build its wholesale business before investigating the potential for direct retail channels, including ecommerce, for the contemporary label.

McHardy, who will also oversee United Clothing’s womenswear brand Stills and kidswear label No-Nonsense, said: “Sandwich has been performing well but I will make sure we are supporting our distributors with strong, consistent branding and marketing.”

Sandwich has a basic marketing website at present but McHardy said she intended to introduce a transactional element to the site.

She said: “Independents get nervous about [brands going onto] the web. I don’t think that introducing a transactional site will mean that shoppers buy less from our stockists. It should help retailers by raising awareness but we will communicate closely with stockists to ensure the site works for them too.”

McHardy will replace James Warren, who established United Clothing in 1988. United Clothing has 590 stockists in the UK and Republic of Ireland across its brands.

Louise Sutton will replace McHardy as managing director of Olsen UK. Sutton joins Olsen from outlet centre operator Freeport later this month.

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