Former Morgan UK managing director Fergus Patterson has been appointed to the same role at classic British knitwear brand Wolsey to drive the label’s
presence in London accounts and department stores.
Patterson, who left women’s young fashion chain Morgan in September 2008 and joined Wolsey last month, will unveil a new marketing campaign for the brand in the summer starring TV presenter Alan Titchmarsh.
“Wolsey has 1,500 doors in the UK but it’s not well represented in London and major department stores,” said Patterson. “We’ll be unveiling the campaign with Alan Titchmarsh to coincide with the launch of autumn 09. It will be used on packaging and point of sale.”
Patterson said he was looking into collaborations with garden centres to raise the profile of the brand, which was appointed to hold a Royal Warrant in 1935.
Patterson will also revamp Wolsey’s website, which accounts for 2% of total sales. “Over the next 12 to 18 months we hope the online business will represent a double-digit percentage of the total business. We want the website to act more like a shop window, and we’ll include details of all our stockists.”
Wolsey, which is owned by value retailer Matalan and turns over £40 million in annual global sales, is predominantly a men’s brand, targeting the 40-plus market with knitwear, shirts and underwear. It also has a small selection of women’s basics.