ARA Ara in the UK
After almost 12 months being responsible for the ARA brand in the UK. HB Shoes Ltd are delighted with their sales growth and brand repositioning
As part of the HB stable, Ara has been able to increase its customer focus and improve its in-stock delivery times to its UK customer base.
The brand has been in the UK for almost 15 years with a strong core of loyal retailers. HB has always insisted that mass distribution was not its strategy for the Ara brand in the UK, but organic and targeted growth.
The € 0.5 Billion Ara group is one of the monsters of the footwear industry globally, and the UK is a market where its footwear naturally sits.
The loyalty of consumers to the brand is enormous with particular focus on stylish broader fitting shoes, however with the much younger Jenny ranges, footbeds and the Gore-Tex licence Ara has a multitude of other strings to its bow.
Ara has been enjoying phenomenal growth in the Belgian, Dutch, French and Irish markets for the last 5 years and we are now experiencing similar growth in the UK.
HB, who are moving to new facilities later this year will be attending the MODA, GDS, MICAM and London shoe shows for Spring 14.
As part of their marketing incentive for Autumn 13 Ara are targeting key customers for a national Ara week which incorporates consumer gifts ‘Free Gift for trying on’, consumer competitions at store and national levels, and staff incentives and competitions again at store, local and national levels.
The Ara team are currently contacting its selected customer base to plan the month long initiative culminating in Ara week at the end of September this year.
Shoes Ltd
Fosse Way, Syston, Leicester, LE7 1NL Registration No. 6474971 England
Tel: 0116 260 5043 Email:
info@hbshoes.co.uk 16 • FOOTWEAR TODAY • MAY 2013
Fax: 0116 269 3627
www.hbshoes.co.uk
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