Hobbs returns to its roots to revive brand

Hobbs is re-opening its York store this weekend as part of a revamp of its entire estate.
Hobbs is revamping its estateHobbs is revamping its estate
Hobbs is revamping its estate

The fashion designer, which operates at the premium end of the UK high street, said that it is returning to its roots as a classic Great British brand after losing its way over the past decade due to over-expansion.

The group has plans to refurbish its Harrogate store in November and will revamp its Leeds store after Christmas. It also has plans for maintenance work at its store in Meadowhall in Sheffield.

Hide Ad
Hide Ad

The group is keen to extend its footprint in Yorkshire, which it sees as a key market for its classic clothes which are aimed at business women.

As part of this expansion it has plans to open a concession store in the new John Lewis store in Monks Cross next spring.

Once an iconic brand in the 1980s and 1990s, Hobbs lost some of its appeal in the 2000s, with a number of customers being put off by frumpy ranges and a price tag that was too high.

But the chain has been transformed under chief executive Nicky Dulieu, who has focused on returning the chain to its original branding.

Hide Ad
Hide Ad

In the year to January 26, sales rose 11.1 per cent to £125.1m and underlying earnings increased 1.3 per cent to £15.2m in a tough market.

“We’ve done a lot of work on the brand,” said Ms Dulieu.

“We’re returning to our Great British DNA. Our British appeal is really strong.”

Under retail director Alana Mazza, who hails from Holmfirth, Hobbs has been rebranded with a new house mark based on its traditional H, which is cut through with a modern H.

This logo is now to be found on its handbags, on signage and throughout the store.

Hide Ad
Hide Ad

“It’s beautiful branding. Our customers want something subtle and sophisticated,” said Ms Mazza.

Hobbs is now focused on two brands – Hobbs London, which is aimed at its traditional clientele – working women who have achieved a certain level of affluence – and NW3 by Hobbs, a more quirky, on-trend brand aimed at a younger audience of women in their mid 20s.

“NW3 has slightly lower entry price points for someone who has started to earn money or has generous parents, whereas Hobbs London is for the more polished customer,” said Ms Dulieu.

“NW3 offers luxury at affordable pricing. You feel like you’re buying into a brand that’s affordable for the average working woman.”

Hide Ad
Hide Ad

The firm only uses fabric that is specially designed for Hobbs and it relies heavily on three mills in Yorkshire – Abraham Moon, Hainsworth and Clissold.

“We’re a classic British brand with a rich design heritage and have worked with British mills for more than 15 years,” said Ms Dulieu. “In Yorkshire we have an excellent relationship with Abraham Moon, Hainsworth and Clissold, all of which contributed to the creation of this year’s Autumn/ Winter collection. These mills produce items such as top end coating and heritage wool checks which can be found across our products, in particular outerwear and suiting.”

She said that the mills have years of expertise, which means Hobbs can delve into their archives for inspiration and experimentation with checked fabrics to bring the brand up to date.

“The mills’ history and expertise means we are able to combine traditional ways of weaving with a modern design aesthetic which produce high-quality British fashion products that customers will want,” she added.

Hide Ad
Hide Ad

Hobbs is also a strong supporter of the Great Yorkshire Show and has participated in the fashion show for the last three years.

Ms Dulieu said this fits in well with the group’s English focus on both the town and the country.

“It’s about having a life in the city and a country pad,” she said.

“Our old image of ‘Horse and Hound’ is no longer relevant, but the Great British branding is very important. We love our heritage, but we have a laser eye on what’s next.”

Hide Ad
Hide Ad

As part of its revamp, Hobbs has returned to its origins as a shoe retailer with a new range of high heeled Italian shoes and boots that maximise comfort with hidden platforms to make the shoe easier to wear.

Once the group’s UK stores are updated, Hobbs has plans to turn its attention to the international market. It already has five stores in the Middle East and it delivers online shopping to 50 countries worldwide.

It is to launch a US website later this month and will then look at opening stores in the US. It also has long-term plans to open stores in China and Hong Kong.

Back in the UK, York is the fourth Hobbs store to get a makeover. Key stores at Bluewater, Guildford and Covent Garden have already had a makeover and all three have reported double digit growth following the refurbishment.

Hobbs is confident it can achieve or beat this level of growth at York.