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Cath Kidston unveils details of brand transformation

Cath Kidston has unveiled details of its brand transformation as it looks to accelerate its digital and global growth. The move follows the company’s restructuring in… View Article

GENERAL MERCHANDISE

Cath Kidston unveils details of brand transformation

Cath Kidston has unveiled details of its brand transformation as it looks to accelerate its digital and global growth.

The move follows the company’s restructuring in April and renewed support and investment from its owner, Baring Private Equity Asia.

In a statement, Cath Kidston said it has identified opportunities to boost its brand relevance and product innovation. It will also be working to expand both its digital presence and international partnerships to help it become more profitable.

During the last 18 months, Cath Kidston has been investing in its digital infrastructure, ecommerce platform and a new CRM platform to improve the customer experience. It has also implemented a cross-border payment and shipping solution to help it open up over 200 markets.

Other work will include streamlining its product range, building new categories and making its easier for customers to shop with the business. The company said it will be aimimg to reclaim its status as a gifting destination where one in five UK customers have either bought or received a Cath Kidston gift.

Melinda Paraie, chief executive at Cath Kidston, said: “We truly believe that Cath Kidston is a brand for our time, and we have worked incredibly hard to create a sustainable, profitable future for the brand following our restructuring.

“Our customers sit at the heart of our new strategy, and it was fundamental to our vision that we could maintain Cath Kidston’s role of inspiring the everyday optimist with our hand drawn prints a to everyday is even more relevant.”

Cath Kidston said its flagship store in London’s Piccadilly will reopen in November as a means of offering customers a full brand experience.

 

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