Understanding The Original Factory Shop’s customer base is set to be a core element of new boss Tony Page’s plans for the retailer.

Page, who starts at the retailer next week, said he is “fascinated by The Original Factory Shop’s customer base”.

He added: “Like the grocery sector, we’ve got a pretty loyal base of middle-aged over 50s customers. And it is in a growth sector. Value is a good place to be. It is highly competitive, as is convenience.

“And as far as I can see, The Original Factory Shop is about convenience too.”

Page said he will meet the team for the first time when he starts next week. He replaces Angela Spindler, who is moving on to take the helm at home shopping retailer N Brown next month.

Page, who famously tried to save Woolworths from administration in 2008, cut his teeth in the grocery sector, working at Asda for 12 years and prior to that he worked at Sainsbury’s.

Most recently Page was at online cycling retailer Wiggle on an interim basis in a commercial director role. “Wiggle is a pure play online retailer which was good to learn about for my career and may help at The Original Factory Shop,” he said.

Under Spindler, the retailer has been driving its online presence over the past two years become a multichannel business.