EXCLUSIVE: Naturana revamp boosts revenue in 2014

Naturana said its revenue surged for the second year in a row in 2014, driven by a robust marketing strategy and the presence of pin-up model October Divine as the new face of the brand.

The business grew by 8% in the UK last year, up from a 7% growth in 2013, Naturana sales manager Tom Kavanagh told Lingerie Insight.

“I took over as sales manager in September 2012 and I told the brand that it would take six months to a year to get any growth. It was pretty flat for the previous 12 years, so, as you can imagine, it needed a bit of a kick-start,” he said.

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Naturana, which celebrates its centenary in 2017, has invested heavily in marketing in the last two years, launching a revamped website and enlisting October Divine as the face of the brand.

Divine’s presence has opened up a new customer demographic to the brand, generating interest in its vintage collection, which makes up 30% of the business.

Naturana has found that the trend for ‘all things vintage’ has made its customers look at its traditional corsetry range from a new angle and buy styles that they may not have considered stocking before.

“At the first Moda that October attended, there were a lot of people talking about the Naturana brand, even around the show, which was great. This was unheard of before,” said Kavanagh.

“We’ve seen already that a lot of retailers are moving onto automatic replenishment systems and the business has significantly improved in [the vintage] sector.”

Naturana has also increased its visibility in store through merchandising units such as hanging banners, stands and light boxes.

“We’ve sent out 11 merchandising stands this week just to one customer. They already had two stands in each of their 12 stores, but they’ve added another one," said Kavanagh.

“We’ll also be supplying banners featuring pictures of October to selected retailers this year.”

Naturana is forecasting its UK revenue to grow by a minimum of 6-7% this year.

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