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Principles
Company Overview:  Principles was formed in 1984 as part of the Burton Group, which then became Arcadia. In October 2001 Arcadia sold Principles, Warehouse, Racing Green and Hawkshead to Rubicon Retail, a management buyout vehicle led by Peter Davis and Hilary Riva. Arcadia had an initial stake in the business but sold its share for £37 million to Rubicon during 2003. In February 2005, Shoe Studio Group (which is 20% owned by Bauger) paid £140 million for Rubicon. Davies and Riva are reported to be staying on “for the foreseeable future”. Shoe Studio Group was established n 1991 and operates around 260 outlets in the UK, 80 of these being Principles stores. The main brands are Nine West, Kenneth Cole, Bertie and Pied a Terre. The last two brands are propriety brands of the company. Principles also has over 230 concessions in department stores such as Debenhams. Company View:  Principles has become much more interesting, contemporary and stylish in the last 2-3 seasons. It remains true to its 35+ roots but the collections are well in tune with fashion trends and interpret them in a distinctive style suitable for the target group of women who are not fashion leaders but want something interesting and different, stylish and subtly sexy, at mainstream prices, and in their size. Principles delivers this (sizes 8-20 plus a petites range 6-16). It has a good range of accessories that compliment the clothing well. It has been raising its brand awareness in the fashion media through pro-active PR, and in increasing its print advertising. Principles does currently not sell hosiery or lingerie. Outlook: In 2005, Mintel reported that Principles had planned to open 100 more stores across the country, which Mintel felt to be ambitious in the current market. Share this Article:                        Advertisement |
