CEO David Butler unveiled a change of tack for coastal-inspired British brand Crew Clothing earlier this year.
Crew was founded in 1993 by professional windsurfer and skier Alastair Parker-Swift, and went on to become known for its affordable take on casual, nautical-inspired men’s and women’s clothing. However, its performance had faltered over recent years – pre-tax losses grew from £2.5m to £2.9m for the year to October 2017.
When he took over from former CEO Louise Barnes in January 2018, Butler said he had identified the business as a retailer with growth potential. His new course has included a better, broader product offer, improved digital proposition and healthier channel mix. This led to a 3% rise in turnover to £61.2m in the year to the end of October 2018. Retail like-for-like sales are up 3% in the current financial year.
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