Delivering retail success in garden centre concessions.
THE STORY SO FAR... Klass Collection was established in 1985 and has progressed to have over 150 stores including standalone stores and concessions throughout the UK and Republic of Ireland including sites in many garden centres. Klass are proud to be a family owned business and feel our approach shows in everything we do. Our in house design team strive to make the seasonal trends accessible to a wide age range of customers with a fit that gives confidence. Each garment uses specifically sourced quality fabrics and are manufactured to high quality standards. We continue to break new ground and retail over 1.5 million garments per year. First Franchise would definitely recommend any garden centre to consider working with Klass, and if a garden centre are looking for brand experts, with a flexible approach, then Klass is the brand to consider. Sue Franks Business Development Manager
THE KLASS CUSTOMER The typical Klass customer is over 50 years of age and likes to look and feel great in what she wears. She s interested in the latest trends but needs confidence to wear them. She relies on Klass to get the look in a style that makes her feel comfortable. She looks for great value for money in everything she wears. We constantly research the market to understand our customers and the markets we operate in, customer profiling with the support of Experian.
THE KLASS RANGE Klass has a fantastic range of affordable coordinated ladies fashion in sizes 10 to 22. The collection captures a look and fit to give women over 40 confidence to wear the latest trends and be inspired by the range. From casual daywear to occasionwear, the range includes, dresses & tops, skirts & trousers, coats & jackets and a coordinated range of accessories.
THE KLASS RANGE SMART CASUAL WEAR Casual daywear features the latest looks and wardrobe must haves to make the Klass customer look and feel great every day. OCCASIONWEAR A co-ordinated range of must have pieces to make the Klass customer feel special at every event. OUTERWEAR Combining quality fabrics and the latest trends to give the customer the perfect style whatever the occasion or season.
INTRODUCING ANNA ROSE The Anna Rose customer is over 55 years of age and likes to feel comfortable in what she wears. She likes a classic look and seeks quality in garments that will stand the test of time. She looks for value for money in everything she buys and often purchases the same product once worn out.
THE ANNA ROSE RANGE As sister-brand to Klass, Anna Rose showcases a co-ordinated range of affordable classic women s fashion in UK sizes 10-22. With classic styling and a comfortable fit for the lady over 55, the range evokes a confidence she can depend on. From casual daywear to sparkling outerwear, the range includes dresses, tops, skirts, trousers, coats and jackets.
THE difference is klass The introduction of a Klass concession can transform redundant space into a thriving part of your business. Through effective marketing activity, such as emailers, voucher scratchcards and fashion shows, increased exposure will assist in driving customer footfall to your centre, ensuring a perfect partnership. Since Klass came into the store, we have experienced a distinct upturn in customer footfall. Klass is a well established brand, it s customer base fits well within our Garden Centre profile and so was an obvious choice for us to invite into the store as a concession. The professional décor and shopfittings provided by Klass have added enormous value to the shopping experience.
KLASS STAND ALONE STORE Following a recent refresh, our brand has a new style and focus. Our concessions are clearly branded areas that create modern fresh surroundings inspiring the customer to shop, time and time again. We work with our concession partners to create branding and point of sale messages in keeping with each individual centre.
YOUR KLASS CONCESSION You will have the benefit of: Guaranteed income whatever the weather Trained staff supplied by Klass Concession includes branded fixtures Ongoing head office support, with regular visits from trained area managers New products arriving weekly, keeping the concession fresh and increasing frequency of customer visit Weekly sales replenishment to maximise turnover Your own branch merchandising support to ensure every outlet has the correct stock package to deliver maximum turnover Marketing support to drive footfall to your centre including emailer, voucher scratchcards and fashion shows Required space c 1200ft 2. A decision as to whether to invite a brand into our business is not taken lightly. Introducing Klass has been seamless in its integration in the store and has benefitted our entire footprint, bringing excitement and integrity to the offer. Alyson Haywood, Moreton Park Garden Centre
Your unmanned Klass concession Based on sales from a recently installed 250ft 2 unmanned concession within a garden centre, we are achieving sales in the region of 40,000 pa. Based on 30% commission = 12,000 / 48 ft 2 contribution to the host store You will have the benefit of: No stock investment invoiced as sold Easy to merchandise, ticketed stock with a coordinated range Branded fixtures supplied free of charge Klass responsible for all stock Regular visits from trained area managers Sales replenished weekly Slow sellers acted upon Stock package is customised and monitored to maintain best fit with host store customer profile
PROMOTIONAL SUPPORT As well as instore support, you will also get the benefit of our marketing support in the form of regular emails and direct mail door drops that will inform your customers of the latest news to encourage repeat footfall to your centre. To celebrate your NEW Klass store opening, spend this up to FREE 5 VOUCHER & WIN 50% OFF in-store this Bank Holiday Weekend Discover your NEW store at the Moreton Park Garden Centre, Wrexham
IN SUMMARY The benefits to your business of a Klass concession are clear: Klass customer in line with garden centre target audience Added value of sister brand - Anna Rose Increased footfall and therefore dwell time within your centre Improved ambience and shopping experience of site Guaranteed income through rent Diversifies the product range of the centre Option of staffed/unstaffed concession First Franchise have been working with Klass for some time, using our knowledge of the garden centre market and their customer demographic information, it has been a great partnership, enabling us to find suitable locations for their unmanned and manned concession concepts. Sue Franks Business Development Manager
BE PART OF IT With an ever growing store group delivering retail success, it truly is a fantastic time to take a Klass concession. For more information please contact: Arnold Barnett, Chairman Tel: 01706 868002 Mobile: 07715 495962 Email: Arnold.Barnett@eleganze.com David Cohen, Director Tel: 01706 868002 Mobile: 07715 495967 Email: David.Cohen@eleganze.com Eleganze Ltd, Unit B, Royal Pennine Trading Estate, Lynroyle Way, Rochdale OL11 3EX www.klass.co.uk