Fashion is a form of self-expression. The way you dress on the outside speaks volumes about who you are on the inside. Country Road is one of Australia’s largest specialty fashion retailers, offering simplicity, quality, and style. It has grown into a global brand with operations extending far beyond the coast of Australia. This business is committed to building a more sustainable future from ethical trade and transparency to supporting charities and initiatives.
This article will discuss what this fashion retailer has to offer. From its incredible history to sustainable initiatives and business strategy, this iconic Australian brand is all set to dominate the fashion world. Make sure you read until the end to get valuable information about it.
Country Road Overview
Founded in 1974, the Country Road Group is a manufacturer and supplier of clothes and accessories for all ages. Comprising five iconic brands: Country Road, Mimco, Trenery, Witchery, and Politix, the company’s annual turnover was more than 1 billion dollars in 2019. It has 606 locations in Australia and New Zealand and 83 stores across South Africa. The company employs 5,000 individuals dedicated to running its extensive operations.
Name
The name “Country Road” can be broken down into two words. ‘Country’ represents the company’s commitment to never compromise on the authenticity and quality of the products, while ‘Road’ signifies the way forward.
History
The business originally started as a manufacturer of women’s clothing, but due to overwhelming demand, it also evolved to add men’s apparel. It was listed on the Australian Securities Exchange (ASX) in 1987. By the 1990s, the company’s growth reached its pinnacle as it operated multiple stores throughout Australia’s major cities.
Woolworths Holdings Limited acquired Country Road in 1998. The entire business model was changed, with the clothing line relaunched to include more reasonably priced products. That resulted in an increase in revenue and a boost in sales. In 2012, the company purchased the Witchery Group, which comprised Witchery and Mimco. Having bought a holding stake of 88% in the company, Woolworths Holdings Limited became the parent company in 2014 and remains so to this day.
Exclusive Agreement with Myer
At the beginning of 2003, the company signed an agreement with Myer department stores, a famous Australian drug chain. According to the agreement, Country Road can sell exclusively to Myers and, under no condition, is permitted to be involved in any business with its main rival, David Jones. Joint marketing and in-store visual merchandising were also not allowed. This agreement finally ended in 2007, when it opened its first concession store in David Jones and Myer stores.
Business Strategy
Country Road entered the fashion market at a time when high prices and low costs characterized it. Designer apparel was imported from countries like Italy, making them accessible to only a handful of individuals. The company initially sold high-quality women’s cotton shirts but later diversified its products into menswear, accessories, and homewares.
Later, the business adopted a new strategy of cutting the prices of various product lines to almost 40%. The quality, however, was not compromised. Due to these strategies, Country Road managed to stay afloat even when the apparel retail sector was severely hit. This price cut was achieved by improving product sourcing and reducing the number of suppliers.
Sustainability Initiative
It is no secret that the fashion sector is environmentally harmful, with a huge carbon footprint. Heaps of textile waste are dumped in landfills, never to be properly disposed of. Poor safety and health conditions, unfair wages, and mass production of fur and leather items have created immense societal challenges.
In 2015, Country Road embarked on a journey to integrate sustainability into its operations. Under the banner “Our World”, the group identified Land, Sea, City, and Materials as a broad range of initiatives it set out to achieve in the future. Using resources sourced from sustainable practices and ensuring ethical trade and transparency, it is leaning towards a real change in the industry.
Country Road Outlet
The brand’s outlets could be the best place to look if you want stylish and quality clothing on a tight budget. Customers can find deals on a variety of items through its online website. In addition, there are three physical outlets: Birkenhead Point Outlet, Onehunga Clearance Outlet and Uni Hill DFO Outlet.
Country Road Kids
Country Road is more than just an ordinary clothing business. It is a lifestyle fashion brand that emphasizes versatility as well as diversity. The company’s vision is to transform its stores into a place where customers can shop for the whole family. In 2001, it introduced kids’ wear, which became an essential part of every collection.
FAQs
Let’s answer some frequently asked questions on the internet.
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Who owns Country Road?
Country Road is owned by the leading Southern Hemisphere retail group, Woolworths Holdings Limited. The business comprises fashion, home and beauty stores, and premium food retail offerings. The Group subsidiaries operate 577 stores, making it one of the largest companies by revenue in Australia.
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Who is the CEO of Country Road?
Raju Vuppalapati took over the position of CEO in July 2021. He has worked with numerous multinational fashion and lifestyle brands, the most famous being Levi Strauss & Co and Unilever.
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What kind of brand is Country Road?
Country Road is a fashion lifestyle brand focusing on simplicity, versatility, and quality. It offers women, men, and kids apparel and has a wide range of options.
The fashion industry, no doubt, is extremely competitive, and maintaining market leadership is even more challenging. But with extraordinary planning, commitments to sustainability, and exceptional quality, County Road has dominated the sector for decades. Offering fashionable items at a great value, this brand has become a one-stop fashion destination for most Australians.
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