Interview: How Crew Clothing’s boss is building 'Ralph Lauren of middle England'

David Butler colour

“I want Crew Clothing to become the Ralph Lauren of middle England.” It is a bold and ambitious statement from Crew’s chief executive David Butler, who has led the business since 2017 and has grand designs to grow it into the “most successful mid-market player” in UK fashion. 

His strategy to achieve that lofty aim includes partnerships with sporting events and third-party retailers such as John Lewis and Next, expanding its store estate to almost double its pre-pandemic reach, and refocusing on core product lines such as outdoor wear and polo shirts. 

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