THIS WEEK: Facia to overhaul brands

Facia, the UK’s third largest private retail holding company, kicks off

the long-awaited overhaul of its portfolio of brands with the relaunch

of luggage chain Salisburys.

The 175-strong luggage chain has ditched its downmarket, discount-led

image in favour of a cleaner, more contemporary look with a middle-

market appeal.

The company has opened a pilot store in Maidenhead which will form the

blueprint for the rest of the chain. A new corporate logo crowns the

fascia.

The company will evaluate the performance of the new format at the end

of January before deciding on a full roll-out, which could cost the

company at least pounds 7m.

Facia group marketing director Trevor Bell said the new store format

represents a return to premium pricing as well as seeking a more

fashionable look.

Since Salisburys was sold last August, new owner Stephen Hinchcliffe has

been at pains to distance the chain from its roots as part of the Signet

jewellery empire, formerly Ratners.

Since then Hinchcliffe has bought a raft of companies, including Sock

Shop, Contessa, Oakland and Torq. Most recently he bought 245 Freeman

Hardy Willis shops from Sears and is known to be on the hunt for a

womenswear brand.

Industry eyes are firmly fixed on Facia to see what it will do with some

of the weaker brands in the portfolio, which has a total sales of over

pounds 250m.

In the future Salisburys will focus on luggage, handbags, briefcases and

travel goods.

Facia has also designed a new logo for its Sock Shop chain which to be

relaunched next year and attempt to ‘put the fun back into the brand.’

This article was first published on Marketing