Bedding and linen retailer Julian Charles has announced ambitious plans to open 30 stores over the next 18 months, with a company-wide rebrand to Julian Charles Home. The company is expanding its ranges of housewares, with plans to become a distinctive destination for homewares in general.
Currently operating from 75 locations, Julian Charles is looking for standalone stores in market towns – where it believes there is still a significant appetite for high-quality physical retail – as well as additional concessions in allied retailers.
Over the past year, in a turnaround strategy since its acquisition by SKG Capital (which has invested heavily in Julian Charles’ digital offering), the retailer has introduced kitchen and dining wares, along with home fragrance and artificial flowers. The retailer is now interested in adding ranges of tableware, cookware, kitchen tools and gadgets that will bring a point of difference and build its presence as a homewares store.
“Following an excellent 18 months for the business and having already revamped our online offering and extended our product range, we are now moving into the growth stage of our strategy,” confirms Simon Peck, managing director at Julian Charles. “This involves increasing the number of Julian Charles locations across the country and using the successes of the past year as a springboard for the next.”
Neil Taylor, partner at SKG Capital reflects: “When we bought Julian Charles, the business had the solid foundation of a respected high-end brand with a strong customer base. We saw the opportunity to build on the brand’s leadership in bedding and linen to create a distinctive player in the wider homewares sector.”
Prior to the acquisition, Julian Charles was running at a £2.1m loss. In the latest financial accounts, the retailer has been taken to a break-even position and continues to grow. Additionally, following the period of investment, online sales have increased by 30% year-on-year and now account for 20% of total sales.
Top: As home and housewares ranges grow, Julian Charles stores are rebranding as Julian Charles Home.
