Virginia Tech Hokies Welcome To The Terrordome Baby Ugly Christmas Shirt
Daniel: No, that’s not the purpose. We are obviously going to expand in retail, but we also expect that this mindset and this change of our concept will benefit our wholesalers significantly. Over time, we have consolidated our activities more around key accounts because we wanted to service them better. We want to work on specially made units in collaboration with our wholesale partners, which allows us to offer different assortments and have a more sufficient brand presence. We still consider these to be very important for the future. So we’re going to stick to the model we have and the share we have of 50 per cent owned channels and 50 per cent external. We just need everything to grow alongside; and to do so, we are offering an assortment and a brand and a universe and a structure that will benefit everybody.Virginia Tech Hokies Welcome To The Terrordome Baby Ugly Christmas Shirt
Daniel: To start with, we doubled our design and product development teams instantly — we invested tremendously into the organisation. Secondly, we have restructured the whole supply chain to support 12 drops instead of two main deliveries, which is rather complicated as we have quite an integrated and vertical setup. That means we own the entire value chain. Because we have a joint venture in China with Rains-exclusive factories and global ownership of our stores, we can manage the whole process from product creation to consumer experience. This change allowed us to upskill and update our processes to welcome a broader assortment and enhance delivery accuracy. On top of that, we’re also looking at our retail presence. The stores are currently too small. They need to be redesigned to showcase a full lifestyle experience, which means we will need to roll out a new concept across all of our stores. We also need to relocate quite a significant amount of them, and every time we’re expanding, the footprint will be more significant. So we soft opened the first store within the new concept in Amsterdam last week. It’s a 140-square-metre footprint, with a completely new decor concept, covering all these new categories coming from rainwear, outerwear, accessories, bags, footwear and ready-to-wear.
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