Rohan has 32 stores, a mail order, online and wholesale business. However, the group said it has made a strategic decision to drop its wholesale element, choosing instead to focus on growing other areas of the business where it can communicate directly with its customers.
The retailer also plans to roll out a new shop fit next year, following a successful trial earlier this year. Rohan sales and marketing director Richard Utting said: “The all-climate clothing story is a cornerstone of the Rohan brand and this has been difficult to represent at wholesale because of the lack of merchandise/point-of-sale control.
“We need to deliver our brand message to consumers and ensure that we drive our business forward by continuing to improve the things we do well.”
Rohan chairman Colin Fisher purchased the business from Piper Private Equity this year.
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