England 30/08/2012- The sport and leisurewear retailers Cotton Traders changes their retail strategy
The British clothing manufacturers Cotton Traders was founded in 1987 and was an almost instant success. Today they have a turnover of £76 million, which is projected to grow to £84 million in 2012. Much of the success of the company is down to the fact they are constantly evolving and fine-tuning their business model.
Unusually they sell mainly through outlets based in garden centres. They currently have 74 of their 120 stores located in garden centres. A business model, which works especially well for the type of clothing they sell.
Gardeners are people who enjoy being outdoors. They, therefore, especially appreciate good quality clothes made from weatherproof materials that are practical as well as look good. At garden centres, people have the time to browse and often buy on impulse rather than looking for something specific. Because of their success, Cotton Traders will open ten more garden centre based stores during 2012.
In addition, they will also be opening stores at eight UK motorway service stations. Because they will have a branch on each carriageway that actually means they will be opening 16 new motorway based shops. They already sell their clothing from four motorway service stations. An unusual retail strategy that has already proved effective. The company’s co-founder and executive chairman, Mr Cotton says, “There is huge footfall at services and there is sufficient dwell time to make them a good proposition for us.”
There are currently no plans to add to the 30 stores they have in retail villages. Their website will remain. Given that a larger percentage of clothes UK consumers buy are being bought online, its turnover is expected to continue to grow.
Cotton Traders closes its wholesale division
As well as expanding its retail outlets Cotton Traders, like so many other UK companies, has had to rationalise its operations. A review of the business has resulted in their wholesale division being disbanded. This division represents just over 3% of the group’s turnover, but no longer fits in with the company’s multi-channel retail model.
Without a doubt, the Cotton Traders brand is set to continue to grow. They are moving with the times and changing what they have to offer to match the needs of their customers and how they shop.
Contact:
1-2 Atlantic Street
Broadheath, Altrincham
Cheshire, UK
Zip: WA14 5FA
Tel: 0844 844 1111
Email: Online form
Website: http://www.cottontraders.co.uk
