Strategy Overview

Bonmarché wants to make women over 50 feel fabulous about themselves. We are one of the UK’s largest multi-channel retailers of stylish, affordable clothing for women over 50.

Our strategy comprises multiple growth drivers, which fall under 4 key areas:

Enhancing and developing our product range

The development and enhancement of the product range lies at the core of our strategy. Bonmarché is committed to identifying and filling gaps within our product range by offering new categories and expanding existing products to their full potential, to provide the best range and selection to our customers.

Bonmarché is the main brand, accounting for over 85% of sales, but it is complemented by the David Emanuel sub-brand. We are currently testing additional sub-brands, Ann Harvey, for sizes 18 to 32, and menswear, following requests from customers.

Improving our online and multi-channel offering

The over 50’s segment of the UK population is one of the fastest growing customer groups in the online retail market. We believe that creating the best shopping experience for our customers, by offering them a variety of ways to shop, is key to attracting new customers as well as building on our already strong and loyal customer base. We plan to do this by: improving the ‘Bonus Club’ loyalty scheme to deliver enhanced member benefits, optimising our online offering, improving site functionality and content to meet our customer needs, providing infrastructure for further growth, whilst also developing our multi-channel offering through mail order catalogues, telephone order lines and TV shopping and investing in multi-channel fulfilment options.

Developing our store portfolio

Bonmarché stores are typically located on the high street and in accessible shopping centres within easy reach of our target customers. To improve the store environment and shopping experience, we have a planned programme of system improvements, in-store refurbishments and enhancements to customer service. A new store opening plan is in place, which selects only sites that meet our strict criteria, and are in strategic-fit locations.

We plan to build on the success of existing initiatives improving our customer service proposition through further training and development of store employees.

Developing further sales channels

We have identified that as well as solus (stand-alone) Bonmarché stores, we can serve our customers in other locations, for example garden centres, retail “mills” and within supermarkets or department stores. Bonmarché has opened a wide range of garden centre and other concessions since 2013. These have provided valuable insight in determining suitable sites, and this knowledge will be applied to future openings.