Strategy (6)
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Retail Navigator Analysis
Mint Velvet (Strategy)
Mint Velvet was established in 2009 when three former Principles directors – Liz Houghton, Jane Rawlings and Lisa Agar-Rea – set out to fill a gap in the market for affordable fashion for 30-something women following the collapse of Principles at the beginning of that year.
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Retail Navigator Analysis
Ecommerce at Mint Velvet
Established very much as a multichannel business, Mint Velvet launched online a month or so before any stores were opened in 2009.
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Retail Navigator Analysis
Technology strategy at Mint Velvet
Mint Velvet launched as a multichannel business from its outset in 2009. Over the years, it has grounded its proposition with the growth of its store estate and development of dedicated international websites.
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Retail Navigator Analysis
Supply chain at Mint Velvet
Mint Velvet has continued to invest in the supply chain to support the rapid growth of the business.
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Retail Navigator Analysis
Stores at Mint Velvet
The concession basis to its domestic store network has enabled Mint Velvet to expand rapidly and profitably, but the focus for recent physical expansion has switched to standalone store development as the retailer wants to reduce its dependence on third party store groups.
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Retail Navigator Analysis
Customer and marketing at Mint Velvet
Mint Velvet targets the 30-plus woman and is pitched just below Jigsaw and Hobbs, but above M&S and Monsoon.