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Julian Charles eyes UK expansion

Bedding brand Julian Charles is to open up to 30 stores and concessions across the country over the next 18 months following a successful turnaround strategy…. View Article

HOME & DIY

Julian Charles eyes UK expansion

Bedding brand Julian Charles is to open up to 30 stores and concessions across the country over the next 18 months following a successful turnaround strategy.

Currently operating from 75 locations, the company is looking for additional concessions in allied retailers as well as standalone stores in market towns.

The news comes as the retailer rebrands from ‘Julian Charles’ to ‘Julian Charles Home’ as it looks to expand into the wider homewares market.

During the past year, Julian Charles has introduced artificial flowers, kitchen accessories and artisanal candles and scents into its stores. Further product ranges are now being planned for new and existing locations over the next year.

The expansion plans have been announced as the retailer goes into its 75th anniversary year. Its new strategy focuses on retaining its existing loyal customer base whilst introducing the brand to a wider set of customers, including younger, male, and student customers through new stores, product ranges and designs.

The announcement follows Julian Charles’ acquisition by SKG Capital in June 2020. Since purchasing the Manchester-based business, SKG Capital has invested in the retailer’s digital offering and is now looking to grow its high street presence.

Simon Peck, managing director at Julian Charles, said: “Following an excellent 18 months for the business, and having already revamped our online offering and extended our product range, we are now moving into the growth stage of our strategy. This involves increasing the number of Julian Charles locations across the country and using the successes of the past year as a springboard for the next.”

Neil Taylor, partner at SKG Capital, added: “When we bought Julian Charles, the business had the solid foundation of a respected high-end brand with a strong customer base. We saw the opportunity to build on the brand’s leadership in bedding and linen to create a distinctive player in the wider homewares sector.”

 

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