Gordon Brothers Europe lends strategic expertise to help drive sale of Republic
The advisory and investment firm was appointed by the retail chain’s administrators, Ernst & Young, to develop and implement a programme that would immediately turnaround rapidly declining sales and ensure the business’ store’s continued trading.
Gordon Brothers Europe deployed a specialist team of experts to implement an aggressive but strategic marketing campaign, which resulted in the clearance of 30% of stock within the first 10 days of its appointment without having to resort to severe discounting. The company took full responsibility for the management of Republic’s processes, managing all in store activity, negotiating with suppliers, handling marketing and helping to generate vital cash to ensure turnover was maximised and the Republic brand was placed in the best position for sale.
Taking stock of Republic’s young, tech-savvy consumer base, Gordon Brothers Europe employed a number of alternative communication strategies, which saw the company place real focus on a pro-active social media campaign helping to drive brand awareness and increase the fashion chain’s social currency.
The fully-integrated marketing and social media campaign helped to deliver sales beyond expectation allowing Ernst and Young to focus on its search for buyers.
Commenting on the sale, Frank Morton, CEO at Gordon Brothers Europe said: “The rapid improvement of sales at Republic is testament to Gordon Brothers Europe’s expertise in restructuring and streamlining processes and employing forward-thinking promotional strategies to save British businesses.”