1. Case study
Abercrombie & Fitch • Hollister • Gilly Hicks
Abercrombie & Fitch is one of the most successful retail brands currently
trading in the UK. They’ve managed to break into the UK market in the last
four years, despite one of the most unsettled economic climates in history.
Apple Selfridges Hollister John Lewis Paul Smith Zara Reiss Mango
H&M Tiffany’s Burberry Republic Asics Donna Karan D&G Hamley’s
But their success is no accident… As is the Abercrombie way, careful HMV Marks & Spencer Footlocker MUJI Gap Schuh Aldo Mexx French
planning and meticulous attention to detail was at the root of it.
Connection House of Fraser Top Shop Nike Esprit Apple Selfridges
The flagship store opened in March 2007 adjacent Hollister John Lewis Paul Smith Zara Reiss Mango H&M Tiffany’s
to Savile Row, a location with a globally renowned Burberry Asics Donna Karan D&G Hamley’s HMV Marks & Spencer
tailoring heritage, yet untested as a mainstream
retailing location. Abercrombie’s vision was spot
Footlocker MUJI Gap Schuh Aldo Mexx French Connection House of
on, of course, and the store has proved a huge Fraser Top Shop Nike Esprit Apple Selfridges Hollister John Lewis Paul
success – a genuine brand builder with tangible Smith Zara Reiss Mango H&M Tiffany’s Burberry Asics Donna Karan
influence well beyond London and the UK.
D&G Hamley’s HMV Marks & Spencer Footlocker MUJI Gap Schuh
It took A&F a further year before deciding on Aldo Mexx French Connection House of Fraser Top Shop Nike Esprit
their next move. A busy year, during which
they took time to really get under the skin of
the UK consumer market and figure out how
Your brand in the UK
Apple Selfridges Hollister John Lewis Paul Smith Zara Reiss Mango
H&M Tiffany’s Burberry Asics Donna Karan D&G Hamley’s HMV Marks
best to position their product range and make & Spencer Footlocker MUJI Gap Schuh Aldo Mexx FrenchaConnection
making your vision reality
an impact. Contact House of Fraser Top Shop Nike Esprit Apple Selfridges Hollister John
The wait was worth it. They now have 28 stores for their sub brand Ray Dowse Lewis Paul Smith Zara Reiss Mango H&M Tiffany’s Burberry Asics
Hollister which is trading fantastically and more are in the pipeline. Its Director, Retail Donna Karan D&G Hamley’s HMV Marks & Spencer Footlocker MUJI
sister brand Gilly Hicks, specialising in underwear and care products, has ray.dowse@capita.co.uk
Gap Schuh Aldo Mexx French Connection House of Fraser Top Shop
also opened successfully and is looking to expand.
Alan Dornford Nike Esprit Apple Selfridges Hollister Republic John Lewis Paul Smith
We are delighted to have been advisor to Abercrombie & Fitch Director, Markets Zara Reiss Mango H&M Tiffany’s Burberry Asics Donna Karan D&G
through every step of this journey. alan.dornford@capita.co.uk
Hamley’s HMV Marks & Spencer Footlocker MUJI Gap Schuh Aldo
Tel: +44 (0)20 7544 2000 Mexx French Connection House of Fraser Top Shop Nike Esprit Apple
© Capita Symonds 2011. All rights reserved.
2011.06_Launch your brand in the UK_Flyer_Final.indd 1 23/06/2011 09:41

2. 1 Getting to know your brand vision 6 Advising on the implications of UK property law
Essentially we need to understand the essence of your brand and plans British occupational law is both unique and complicated. Our team
for growth. When your future business and marketing objectives are includes qualified Chartered Surveyors and members of the Royal
clear to us, we’ll be ready to start the process of securing and opening Institution of Chartered Surveyors. Our experience and knowledge in
a store to launch your brand in the UK. UK property law underpins our advice.
We are passionate about building
relationships with retailers 2 Building a bespoke team to realise your dreams 7 Liaising with solicitors
We have planning, leasing and management specialists as well as Regular contact with you and your legal advisor is essential to ensure
We want to help you generate real and long lasting excitement designers, architects, project managers, accoustic specialists, energy that costs are minimised and to speed up the acquisition process.
for your brand in the UK. and environmental consultants, telecoms advisors, health and safety
specialists and even landscape gardeners! No project is too big or
Our strategy is to thoroughly understand your vision for too small. 8 Liaising with your marketing team
10 ways we can
growing the brand and to identify the perfect site and Your PR and marketing team will need support from everyone involved
location where you’ll capture the hearts and minds of the with the store launch. Our team has a wealth of marketing experience
UK’s brand‑hungry consumer. and will be able to provide useful advice in the run up to store
openings and for on-going communication campaigns.
We have over 200 specialist services, all under one roof,
providing innovative commercial solutions.
We’ll analyse all the key data for the market location we’ve
identified, produce a robust master plan for your launch
3 Finding the right location help to launch your brand.
You’ll receive our recommendations for retail locations with all the
and secure property on the best possible terms to suit your
fundamentals including accessibility, footfall, perception and rental
growth plan.
comparisons. We want to make your decision as simple and as easy
as possible. 9 Supporting services
Retail is at the heart of who we are Dedicated departments are available to assist you in all aspects of
and what we do 4 Securing you the right store your business including shop fitting, employment, logistics, storage,
We are experienced in helping retailers analyse and evaluate the size, distribution and PR to ensure your entrance to the UK market is
shape and store configuration to ensure that you choose the one that carefully planned and effective.
will serve your brand best.
10 Ongoing property management and rent review advice
5 Negotiating the best financial terms Our experience in managing retail portfolios for some of the UK’s
Our team is well versed in negotiating leases and meets regularly with largest retailers makes sure you will be regarded as the tenant
major landlords across the UK. of choice.
2011.06_Launch your brand in the UK_Flyer_Final.indd 2 23/06/2011 09:41