READER PROFILE: TONY BROWN
would spell doom for the company. “As a mid-range company, we don’t have massive fulfilment centres but it is important that we outpunch our weight on the web”. The company is continuing to develop internet sales and introduce new ranges online including the launch of an online discount linen store. They have also installed internet kiosks in several stores which allow customers to order stock directly to the store. Tony himself takes a keen interest in the group’s social media, often answering tweets and responding to online enquiries. Tony recognises that times
own bought products including electrical and occasional furniture. Many of the new stores will also be incorporating more concessions. Tony explains that since becoming one of the five largest partnerships, Beales have become a lot more important to their concession partners, which has opened up new doors for the company. However, Beales is also continuing to invest in its own label ranges. “We have had to develop our own label to drive margins,” says Tony. Their first attempt at womenswear, Crimson, failed but since then they have developed the Gem range in collaboration with George Davis and The Beales Collection (pictured) developed
inhouse, both of which are outperforming other own bought fashions. Their men’s fashion range was developed by George Davis from the quintessentially British Broadbent and Bothroyde brand, established in 1825 and now the store’s best performing menswear brand. On top of this, they also stock a range of own label linens, Whitakers Finest Linens, and cookware range, All Cooks, plus a Home Basics range of entry level product So what does the future hold
for a company that has changed so dramatically in such a short space of time? Tony says that the most important focus for Beales will be becoming more multi- channel. He says to not do this
are tough. He believes Beales has survived thanks to the support of HSBC, its staff and the shareholders, particularly Andrew Perloff. He says that the company must remain strong yet empathic during what is shaping up to be another uncertain year for retailers: “Beales must face into the recession and try to understand what customers are going through.” He believes consumers will remain cautious in the coming year and the company must do all they can to support them. Part of this will be the launch of a new campaign called “Buying with Confidence”. The aim of the campaign is to prove that despite being a mid-size retailer, Beales are still committed to giving customers quality products at fair prices. Tony says that although Beales do not intend to go to war with online retailers and larger chains, they are still competitive and will match or beat prices where they can. We
wish them the very best of luck. 60 seconds
with… Tony Brown
What has been your bestseller this year? Own brand menswear Broadbent and Bothroyde
What are your personal favorite products or brands in Beales? Broadbents & Bothroydes, All Cooks, Gem by George Davies and the JV group, Jules and Automany
Which other retailers do you think have the best offering? House of Fraser
Which brands would you most associate with your typical customer? John Lewis Partnership
Which are your favorite trade shows/ events? AIS Shows, Canton and Bread & Butter
What are you excited about for the next 12 months? Continuing to develop our in house labels
Do you have a tip or motto for your approach to retail? “How hard can it be?” and “If it was easy they would all be doing it.”
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