NATIONAL: Charles Parsons has initiated a widespread consolidation strategy in line with its recent brand overhaul.
A statement from the fabric and apparel house confirmed the move had involved the restructure of its garment division, merging S&R Fashions - acquired 18 months ago - with existing garment operations to create a separate division, requiring the appointment of 20 new staff in recent weeks.
The same period had also seen the company streamline its office buildings to one hub per city in Sydney and Melbourne. It had relocated its Sydney premises to Goulburn Street in the city, while in Melbourne, it planned to re-locate to two floors of a single building in the suburb of Essendon, replacing four previous offices spread across the city.
A centralised Melbourne distribution centre had also been established, consolidating the company's warehousing facilities in the wake of the recent closure of its Sydney warehouse.
Charles Parsons managing director Mark Bilton confirmed the restructure was part of a broader strategy of re-aligning the company's brand profile for the contemporary fashion market.
Charles Parsons now operated along five product streams; garments (ncluding S&R Fashions brands Bless'ed Are The Meek and Kuku), fashion fabrics, apparel fabrics, homewares and technical, he said.
Recent months had also seen the company introduce a new brand image and tagline - 'Inspiring creation' - to emphasise its strengths in design, colour and texture.
"We’re a creative business, and besides our breadth of range and supply chain expertise we have some of the best and brightest design talent in the industry," said Bilton.
"Streamlining the business and playing to our design strengths will allow Charles Parsons now, more than ever, to concentrate on delivering our customers the most visionary and complete fashion fabric ideas and services."