All The Range articles
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Prospect AnalysisThe Range (SWOT)
It would appear that boss Chris Dawson is eventually sanctioning more investment in technology to keep up with competitors and exploit online more fully given the changing shopping patterns brought on by the pandemic.
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Prospect Analysis
The Range (Strategy)
The Range is one of the UK’s fastest-growing retailers and has – perhaps somewhat ambitiously – stated that it is targeting a network of 600 stores. It is still predominately based in retail parks but has recently started to move into city centre and shopping centre locations. Most of the retailer’s investment has focused on ensuring it has the necessary infrastructure to cope with future expansion plans.
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Prospect Analysis
Stores at The Range
The Range continues to expand its UK store network at a rapid pace, although the pandemic limited development opportunities during the 2020 financial year. Its large stores – typically around 40,000 sq ft – are mainly based in retail park locations, however it now also targets shopping centre and high street locations following a strategy shift.
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Prospect Analysis
Technology strategy at The Range
As The Range is continuing to grow very rapidly it has stepped up its investment in IT in recent years. This has included projects with external suppliers such as PCMS and JDA. A main consideration is always scalability as systems need to be able to keep pace with its expansion plans.
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Prospect Analysis
The Range (People)
Founder Chris Dawson continues to lead from the front as executive chairman. Former COO Alexander Simpkin has been CEO since mid-2019. Simpkin was given the helm when former boss Nigel Oddy left the business at the end of 2018 after IPO plans were scuppered.
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Prospect Analysis
The Range (Overview)
The Range is a rapidly expanding, mixed goods superstore operation focused on homewares that was founded by Chris Dawson in the late 1980s. In recent years, The Range has stepped up investment in technology and its supply chain capabilities as it looks to keep up with its rapid growth.
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Prospect Analysis
The Range (Financials)
Total sales passed the £1bn mark for the first time during the 2019 financial year to end-January 2020, rising 6% to £1,001.3m. Growth was supported by the opening of a further 20 new stores and increased online sales.
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Prospect Analysis
Ecommerce at The Range
With the transition to online shopping having accelerated sharply from 2020 as a result of the pandemic, The Range is seeking to take advantage of this and strengthened its digital expertise in late 2020/early 2021 with the appointment of Glen Richardson as omnichannel director and the promotion of former head of multichannel innovation John Wilson to the position of CTO to drive forward the digital agenda.
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Prospect Analysis
Customer and marketing at The Range
From day one, The Range says its ethos has been to bring customers “great-quality products at the most competitive prices, drawing together everything you need for a beautiful home”.
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Prospect Analysis
Supply chain at The Range
The Range has invested heavily in its supply chain in recent years. A 1.2 million sq ft distribution centre in Avonmouth was opened in 2017 at a cost of £100m to support further expansion of the store network as well as multichannel growth.
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Prospect Analysis
The Range (Outlook)
Benefiting from ‘essential’ status, the value-led retailer has traded ‘strongly’ through the pandemic, but has eventually turned its attention to growing the still relatively small ecommerce business to take advantage of the accelerated transition to online shopping which has ensued.
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Opinion
Move of the Week: A New Look for former House of Fraser boss
One thing you could never accuse Nigel Oddy of is seeking an easy life.
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News
The Range’s new HQ to create 450 jobs
Value home retailer The Range has announced its new headquarters will open in the summer and will create 450 new jobs in its home town of Plymouth.
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News
The Range boss Nigel Oddy to exit after IPO put on ice
The Range chief executive Nigel Oddy is to leave the value retailer little more than a year after joining, Retail Week can reveal.
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News
The Range posts profit fall after taking sterling hit
Profits at value general merchant giant The Range fell last year after the weakness of sterling hit performance.
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News
Iceland to sell food through The Range stores
Iceland and The Range have formed an alliance to sell the grocer’s food in the general merchandise giant’s stores.
