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Why Dune is spending for the future – not the now

Speaking at the Drapers Fashion Forum in London, Daniel Rubin, executive chairman of The Dune Group, told delegates how to achieve growth in the current tough market.

Think long-term when investing

“It’s all about controlling costs – not reducing them. I am not worried about profits today or even tomorrow. Amazon have shown us all it’s all about investing for the future, and when you look at the lists of things that we’re doing, there are a lot of costs with a lag between the investment and return. We are working on a three-year cycle and, as long as we control those costs, it is absolutely essential to spend for the future.”

Back international when domestic conditions are tough 

“Currently, international accounts for 26% of our turnover, and our aim over the next three years is for it to represent 50%, and to be a global brand. As a niche brand, the main opportunity for us to grow is, without doubt, internationally. We want to reduce our dependency on the UK, with Brexit, where a lack of consumer confidence is going to affect business.”

Put in the work to understand new markets

“It means going there, understanding what the competitors are, the pricing structures and the taste levels. Our buyers are always travelling around the world, trying to understand these markets.”

“We spent too long going to small markets where the potential isn’t that great. Trying to go to markets where there is real potential to grow is absolutely essential.”

Work with the right partners 

“When we’ve failed, it’s usually because we haven’t done our due diligence and found someone who is aligned to us with the same growth ambitions.”

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