Fashion with an edge

Blue Inc is set to open a further 15 stores this year adding to its rapidly expanding chain of 35

Published: 01 March, 2007

Page 6

Menswear retailer Blue Inc is currently embarking on huge expansion plans. The company aims to have about 100 stores within the next three to five years. Currently, there are 35 across the UK, primarily in shopping centres. Last year, Blue Inc opened eight new stores in Maidstone, Harrow, Slough, Luton, Guildford, Camberley, Feltham and Sutton. And in October, the company launched an online store.

This year, managing director Steven Cohen aims to open approximately 15 more new stores. "We are planning to open six to eight in the London M25 area and the balance in a combination of East Anglia, the South and the North," he says.

"We are very strong in urban areas, especially around London and Manchester, where we are focusing our efforts. We are very strong in the Southeast but we are building our presence in other areas. We opened eight stores last year and that was a major expansion for the chain."

Three-and-a-half years ago, Blue Inc trialled a female offshoot when it opened a Pink Inc store in Bluewater, but Marlow Retail, which bought the company in January 2006, has no current plans to move forward with this line. "We have a ladieswear concession but it is not something we are actively pursuing," adds Cohen. "We might revert back to it but right now we are expanding on menswear."

Cohen has a similar attitude to expansion overseas. "Potentially, we are interested," he explains. "But we are focusing on the 2007 expansion plan and driving that across the UK at the moment."

And it is not only with new stores that the company is rapidly growing. Last year, the retailer recorded superb like-for-like sales growth and this year, it predicts a further 25 per cent growth in turnover.

So what makes Blue Inc work so well? The company's philosophy is fashion with an edge. Cohen identifies River Island, Burton and Topman as its main competitors, but believes Blue Inc has a real advantage over these brands. "We are less mass market," he explains. "Guys can buy in our shop and know it will be unique. We are less chain store so guys don't need to worry that when they go out someone will be wearing the same as them."

The company regularly updates its stock every four to five weeks. It has regular suppliers and also its own in-house design team. Head of buying is Stephen Galea, who was formerly head of buying at Topshop. He assembles the whole collection working alongside assistant buyer Stewart Messer who has been with the company for 10 years.

"I believe we have a real point of difference in our brand - a very edgy fashion style that young lads of 16 to 29 would really understand," says Cohen. "We put an emphasis on design and differentiate by design. We have a very strong following among what we could call high trend teenagers, in particular, who like fast fashion at a price.

"We believe we are every bit as commercial as River Island, Burton and Topman but with a twist that makes our product unique."

Boys in Blue

Starting life back in 1912 in the East End of London, Blue Inc originally traded for many years as Mr Byrite.

The company was finally recognised as a leading menswear chain in the 1980s and by the 90s, the new Blue Inc concept was born, rebranding heavily to stimulate fashion-conscious males aged 16 to 29 with styles at great prices.

There are currently 35 Blue Inc stores in the UK, a web shop, in operation since October 2006, and the retailer is rapidly expanding.

Last year, Blue Inc introduced its brand new store concept with the opening of eight new stores. The new branding has been designed by Spanish design company Deluxe Vision, which has created store concepts for the likes of Zara and Pull & Bear in Spain.

Blue Inc is using Deluxe Vision exclusively in the UK.