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