Blog: A plus-sized boost for N Brown
Leonie Barrie | 29 April 2008
UK-based home shopping retailer N Brown has not only defied a difficult economic climate to deliver a 19.4% in full year profits, but it also believes it is well-placed to continue to outperform the sector as a whole. So what’s it doing that other retailers aren’t?
For one thing, its target market – the more mature customer aged between 45 and 65 – is less affected by higher interest rates and rising mortgage costs and has not cut its spending as a result.
For another, the group specialises in big sizes of women's clothing and footwear – sizes that are more difficult to find at other retailers and which many people prefer to buy and try on in the comfort of their own homes (illustrating this point, N Brown said online sales soared by 50% to GBP168m for the year).
It is also rolling out new catalogues and product ranges and is actively trying to target younger customers who will not only adds to sales in the short term, but also shore up its business in the future. One figure that will surely make its rivals green with envy is an average 8% improvement in spend per customer.
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