Nicole Farhi’s new owner Maxine Hargreaves-Adams is looking to recruit a global chief executive and marketing director and is building a new brand identity to help return the beleaguered luxury label to growth.
Hargreaves-Adams acquired business out of administration last July, and is now looking to shake up its supply chain and production systems “as momentum builds”. Creative director Joanna Sykes, who had been there just a few months before its collapse, is creating a new brand identity, which will include packaging and store design.
Two new House of Fraser concessions for the diffusion line, Farhi, open this month and the brandwill unveil a new store fit for its mainline in Harvey Nichols next month. An ecommerce site is also being launched later this year.
Sykes said: “I look forward to restoring the brand’s reputation as the go-to label for luxe essentials that are individual and modern. It is about authentic clothes of intrinsic quality.”
Former chief executive Francois Steiner had left the business shortly before it entered administration.
At the time of its collapse, the most recent available figures showed the brand had made operating losses of £5.6m in the year to January 31, 2010 on revenue of £21.7m.