Coast is broadening its clothing range

Coast is broadening its clothing range

UK occasion wear retailer Coast is reviewing its supply chain structure and lowering the prices of its products as part of a restructuring of the business.

The supply chain review will see Coast move more of its sourcing from Hong Kong to Europe, along with the introduction of new suppliers.

The retailer is also revising its price architecture, with product prices now around 20% lower than they were six months ago, and broadening its clothing offer. 

A year ago Coast owner Aurora Fashions outlined plans to break up the business, with Coast to emerge as a standalone business under CEO Kate Bostock - the former head of general merchandise at Marks & Spencer. Its Oasis and Warehouse brands will form a new company called Fresh Channel.

Coast operates 52 standalone stores and 185 concessions in the UK and Ireland, as well as 147 international locations.

Although Coast had a challenging period last year, the group said it has seen an "improved performance over the last three months".

The retailer has also tapped M&S' women's wear design head, Neil Hendy, to the new role of creative director. Prior to M&S, Hendy held senior positions at clothing chains BHS, Debenhams and River Island.

Jess Wilks, former deputy managing director at Aurora Fashions, has been appointed to the newly-created role of global digital and strategy director.

"This appointment both supports the importance of the web as part of the overall omni-channel approach," a spokesperson for Coast told just-style today (5 March).