Tom Kavanagh was appointed in 2012 as Naturana UK’s sales and marketing director to develop new business opportunities and manage partnerships with key customers, and he’s certainly lived up to the role.
Over the last four years, Kavanagh has made small, but smart changes to the business, resulting in a 22% rise in sales.
“It was just a bit of a sleeping giant that needed shaking about a bit. That’s all. And that’s what we’ve done,” he explained in an interview with Lingerie Insight in February 2016.
Under Naturana’s leadership, the UK team has relocated to modern offices after working in Lichfield since 1963, built a purpose-built showroom for collection presentations, updated its campaign imagery and launched a new ecommerce website.
But that was only stage one of a five-year plan. Since then, Kavanagh has taken big steps to improve customer service, with the help of further investment from Germany.
Firstly, he’s restructured the sales team, hiring new internal account managers and disbanding Naturana’s sales agencies. He’s also recently implemented a new telesales department headed up by new recruit Laura Moore.
What’s more, Naturana has invested heavily in new merchandising units – free-standing and boxed – as well as hanging banners and promotional giveaways, which are being drip-fed into stores now.
Changes to the business are already paying off for Naturana UK. In September, the brand expanded its relationship with fashion retailer M&Co with a seven-store roll-out.
A selection of the brand’s best-selling styles are now stocked at stores in Shropshire, Gloucestershire, Worcestershire, Aberdeen, Dunbarton and West Sussex.
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Company: Naturana UK
Address: Naturana, Sutton Coldfield, West Midlands, B75 7BU
Tel: 01543 414441
Focus: Lingerie and swimwear manufacturing