Julian Charles, best known for its bedding and linens, has announced ambitious plans to open 30 stores over the next 18 months, with a company-wide rebrand to Julian Charles Home.
The retailer plans to become a destination for homewares, having recently introduced home fragrancing and faux flowers. It will also be adding to its ranges of tableware, all of which will help to give the new stores a point of difference in realigning its profile.
Currently operating from 75 locations, the retailer is looking for standalone stores in market towns – where it believes there is still a significant appetite for high-quality physical retail – as well as additional concessions in allied retailers.
“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,” confirms Simon Peck, Julian Charles’ managing director. “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, which acquired Julian Charles last year, comments: “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.”
Prior to the acquisition, Julian Charles was running at a £2.1m loss. In the latest financial accounts, the retailer has been taken to a break-even position and continues to grow. Additionally, following the period of investment, online sales have increased by 30% year-on-year and now account for 20% of total sales.
Top: As home and housewares ranges grow, Julian Charles stores are rebranding as Julian Charles Home.
