PL

Redan adopts new approach

Retail & leisure
POLAND In spite of its poor H1 financial results, Redan is hoping to improve its sales in H2 2015. The company has high expectations for an advertising campaign that is being launched, as well as its new collection and a redefinition of the target group of its fashion segment.

The turnover of the Redan group increased by 13.1 pct on the same period last year to PLN 255.8 mln in H1. The growth in the fashion segment amounted to 9.6 pct, to PLN 115.1 mln, while in the discount sector the growth was 16.2 pct, to PLN 140.7 mln. The operations of the fashion segment in Poland generated an operating loss of PLN 5.8 mln in H1. The company explains these results by a lower margin resulting from the need to introduce large discounts due to pricing policies of other brands. Q2 of this year was better than the previous quarter and, according to the owners of the company, the results can only improve. “The sales in Q4, when our stores will offer a full range of autumn and winter products, will have a decisive influence on this year’s results. We are very well prepared for this season, which is why we are looking forward to the future,” declares Bogusz Kruszyński, the vice-president of Redan. The Top Secret brand is one where the target group is to be adjusted. “The demographic profile of the chain’s female customer will be changed considerably – so far our customers have ranged from 25 to 40 years of age, particularly the 30–35 age group. Now we will focus on customers between 25 and 35 and our basic target are women of around 30 years of age or slightly younger,” explains Grzegorz Lipnicki, the president of the board of Top Secret. But the psychological profile of the consumer will be different – we have created our new collection with bolder women in mind, who are buying much more often and more eagerly. The majority of the collection will consist of fast fashion products that reflect the latest trends,” he adds. The company is satisfied with the online sales of its brands. The online store of the fashion segment has now been operating for some time and the online sale of the discount segment was launched last year. The share of e-commerce sales amounts to app. 12–15 pct of its entire sales, but the expansion of physical shops is also to continue. “Our strategy involves opening stores in top shopping centres, such as Galeria Mokotów, Arkadia, Galeria Krakowska and Stary Browar. However, it is not easy to find space in these malls,” admits Grzegorz Lipnicki. The company also has stores in foreign locations, and last year entered the discount segment. Its fashion brands can also be bought in eight stores in Ukraine. It now has seven TXM Textilmarket stores outside Poland and wants to continue its international expansion, e.g. in October it will open its first Romanian outlet. As well as the TXM Textilmarket discount clothing brand, Redan is the owner of the Top Secret, Troll and Drywash clothing chains, with the total number of the group’s stores (both own-stores and franchised) coming to around 700

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schedule 12 January 2024

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Edition 3 (286) March 2024

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