MELBOURNE: Country Road has gone one better than simply defying the down turn, pulling out a trump card in the form of a new brand targeting its longest standing fans.
The label - dubbed Trenery in homage to one of the retailer's first commercial offices in Trenerry Crescent, Collingwood, Melbourne – was designed to leverage the Country Road brand proposition of quality, fashionability and value for money for the 40-plus market, confirmed CEO Ian Moir.
The move was a logical extension of Country Road's successful capitalisation of the youth market in recent years, he added.
"Our 40-plus customers remain loyal to Country Road and shop our stores regularly. But we get hundreds of letters a year from long-standing, loyal Country Road shoppers who are looking for a brand with the same focus on style, quality and value but designed to meet their specific fashion needs. We believe this market is highly underserviced and represents a significant opportunity for us."
Three Trenery stores are expected to open this September, with a further three scheduled to open by the end of the 2010 financial year.
For more on this story, see Ragtrader's February 13 print edition.