Lifetime Achievement Award Sponsored by Fran Cotton I
n some circles, Fran Cotton is best known for his rugby career, but in the direct commerce sector Cotton is revered for his catalogue marketing prowess.
Born in Wigan on 3rd January 1947, Fran Cotton spent his rugby career playing for Sale, Lancashire and Barbarians. He represented England on 31 occasions, captaining the team in 1975 Season. He also toured with the British Lions, and captained them in 1974 and 1977. When he stopped playing in 1981, Cotton continued to be involved with the game, culminating in him being manager of the victorious 1997 British Lions tour to South Africa.
Cotton is still an active supporter of the sport, and is now a member of the Rugby Football Union Management Board and chairman of the Club England Committee, responsible for all England international teams. And yet, he still finds time to be managing director of a hugely successful multichannel retail business.
Cotton Traders was founded by Fran Cotton and Steve Smith—a fellow rugby player whom Cotton first met while studying at Loughborough University. On ending their international rugby careers, the two started working together in 1983 for Bukta Sportswear, where they were made joint
managing directors when the business was acquired by French Connection. In 1987, the duo had the idea of selling rugby- oriented leisurewear off-the-page in national magazines and newspapers and so Cotton Traders was born.
In 1996, Cotton and Smith sold a stake in the business to Next plc, which David Jones—a former winner of the ECMOD Lifetime Achievement Award—take the role of chairman of Cotton Traders. According to the Sunday Times, Cotton and Smith’s shares in the business are now worth £25 million each.
Today, the range has expanded beyond rugby to include a range of everyday apparel, footwear and accessories. As well as off-the-page ads and inserts into Sunday newspapers, Cotton Traders mails a catalogue, operates an online shop and runs a store network of some 100 outlets. According to published reports, in the year 2009-2010, the businesses had sales of £64 million, and made a profit of £2.4 million—double that of the previous fiscal year. His secret to success? When interviewed by the ECMOD Direct Commerce Year Book, Cotton quite simply answered: “have a good idea, listen to good advice and never stop believing”. The key to longevity, he added, “comes from having great value and great customer service. That’s what makes a business”.
Fran Cotton—an inspiration Einstein once said: “You have to learn the rules of the game, and then you have to play better than anyone else”. For most of us learning to play one game is hard enough. Occasionally, a few can play well in another arena, but to come across someone who has mastered two very different games is truly inspiring.
From the dark arts of the front row to the mystic arts of direct commerce, Fran Cotton has shown himself to be a real winner. From being a foundation of many winning teams in
ecmod DIRECT COMMERCE YEAR BOOK 2011 49
rugby he has become the cornerstone of one of our most successful businesses, leading it to continued growth and success over many years.
Who would have thought that the “white-eyed goliath” staring out at me from the rugby poster on my wall back in the 70’s would continue to inspire me in direct marketing 30 years later! Dara O’Malley, Managing Director, House of Bath
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