STORES Magazine - August 2008 - (Page 68)

NUTS AND BOLTS / MERCHANDISING Cool Sells Trendsetter Ben Sherman buttons down its retail identity BY LEN LEWIS t was the swinging ’60s in London, a time when “mods” and “rockers” shook up the establishment, British rock ruled the airwaves from Liverpool to Leeds and a groovy place called Carnaby Street became the Mecca of the fashion world. I In the midst of this cultural revolution another icon — Ben Sherman — was born. The British shirt-maker’s buttondown Oxfords, skinny ties and slim-fitting suits became a fashion staple for young musicians and the “in crowd” on both sides of the Pond. But the company, whose origins can be traced to the seaside town of Brighton in 1963, is moving to the beat of a new gen“I think that if you look at our product offering, you’ll eration with a broader product line and a global reach. see that we are bringing relevant fashion-forward “We’ve changed from a shirt brand to a lifestyle brand with pieces to the U.S. market at very competitive international expansion — and we are metamorphosing into prices.” — Paul McAdam, Ben Sherman, North America a retailer,” CEO Miles Gray recently told the World Retail Congress in Barcelona. Paul McAdam, president of the North American division, is just as enthusiastic. “These are exciting times,” he says. “We’re doing very well in the U.S. and, after a challenging couple of years, we’re ready to expand globally.” The expansion is taking two primary forms: into the bricks-and-mortar retail business and a diversification of the product line to include women’s and children’s apparel and accessories. Wholesaling still represents 90 percent of business in the U.K. and about 70 percent of stateside revenues, McAdam says, but the company is focusing on the man is working with franchise partners, stores may be in the offing. The development of as many as 250 stores distributors, agents or licensees. “We company is looking to open in by 2012 (Ben Sherman currently operhave been fortunate to align ourselves Boston, Chicago and Miami this ates about 25 stores worldwide). with strong partners in that region that year. Ideal size for the stores, which Much of the proposed expansion will are capable of opening standalone will be a mix of free-standing and mall take place in Asia, with the first unit in stores,” he says, “and they have signifilocations, is 3,500 sq. ft., McAdam says. China scheduled to open next year. “We cant marketing dollars to allocate toThe company also is expanding the have three very good partners in China, ward the brand.” brand through strong long-term relaJapan and Korea and we expect to open tionships with retailers like Macy’s, 100 to 200 stores in the Far East alone Expanding the brand Nordstrom and about 8,000 specialty over the next three years,” McAdam Ben Sherman currently has stores in stores in the United States. says. Las Vegas, Los Angeles, New York and Eventually, “I’d like to see sales break Depending on the country, Ben SherSan Francisco, and another 35 to 50 down as 30 to 35 percent in retail, 30 to 68 STORES / AUGUST 2008 WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents Feed for the Digital Edition of STORES Magazine - August 2008

STORES Magazine - August 2008 Contents Executive Editor's Page President's Page The Lure of Free Shipping Walmart’s New Look What Shoppers Think Will Widgets Work for Wheat Bread and Wasabi? 10 Things You May Have Missed Numbers Worth Counting Full Price/Markdown Retail People Store Design Industry Economics Hot 100 Retailers Concept2Watch Mobile Technology Small Store Technology Website Optimization Site Selection Mobile Payments Recycling Merchandising: Cool Sells Merchandising: Merchandising in Mexico Store Construction & Development Human Resources Loyalty Programs Mobile Marketing Loeb Retail Letter Arts Update Point of View NRF News Retail Crossword Retail Industry Calendar Last Laugh

STORES Magazine - August 2008

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