Cath Kidston, the renowned British lifestyle brand recognized for its iconic floral prints, has unveiled its new strategy following its entry into administration earlier this year. In April, the company made the decision to shut down all of its UK stores, shifting its focus towards international expansion and digital channels. Currently, online retail constitutes 85% of its business, and Cath Kidston intends to capitalize on this by further expanding its digital presence and establishing more international partnerships. The ultimate goal is to restore profitability within the next three years.

To spearhead this transformation, Cath Kidston has brought on board two seasoned executives. Holly Marler, former design director at Liberty London, has been appointed as the creative director, responsible for steering the brand’s product offering in a new direction. Joining her is Rob Silsbury, previously the global e-commerce and marketing director at Dune, who assumes the role of digital director, reflecting the company’s increased emphasis on online sales.

Under the ownership of Baring Private Equity Asia, Cath Kidston believes it has now developed a sustainable operating model, with e-commerce playing a pivotal role. The company plans to leverage its British heritage as a distinctive selling point in international markets, while simultaneously prioritizing product innovation, streamlining its range of offerings, positioning itself as a go-to destination for gifting, and enhancing the overall online shopping experience. This will involve upgrading its e-commerce platform, enhancing cross-border payment and shopping options, and implementing an improved CRM system. By the end of the year, Cath Kidston intends to expand its presence in various markets worldwide.

In a surprising move, despite closing the majority of its physical stores, Cath Kidston has announced plans to reopen its flagship store on Piccadilly in London next month. Initially closed due to COVID-19 restrictions, the store was not expected to resume operations. However, this reopening symbolizes the brand’s commitment to maintaining a physical presence in its domestic market.

With its fresh digital-first approach and unwavering emphasis on international growth, Cath Kidston aspires to rebuild and strengthen its position as a leading lifestyle brand. By fully embracing e-commerce and leveraging its distinct British identity, the company is poised to capture new markets and thrive in the ever-evolving retail landscape.

Useful links:
1. Cath Kidston Official Website
2. Baring Private Equity Asia – Cath Kidston