POWER LIST 2018: Brand Champions – Tom Kavanagh, general manager, Naturana UK

Tom Kavanagh has been a powerhouse of passion, dedication and commitment since he joined Naturana in 2012.

Following the company’s move to new modern premises in Sutton Coldfield, where he created a purpose-built showroom to present all the collections, Tom established a five-year plan to spearhead the UK forward.

In addition to updating its company imagery and establishing a UK website, the changes that Tom has implemented have had the full support and backing from Naturana’s parent company in Germany.

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A major step forward was the restructuring of the sales force. Moving away from sales agencies, Tom introduced new dedicated account managers employed by Naturana in order to establish new sales avenues for the brand and expand its market share.

Part of Tom’s strategy has been to build and develop on Naturana’s relationships with existing customers, as well spearheading a business development programme to establish new lines of business with fresh accounts.

From his first days working for the company, Tom was determined to raise the visibility of the brand, which has been achieved through heavy investment in marketing, PR and advertising, as well as hanging banners and light boxes.

The implementation of the new showroom has provided the perfect opportunity for Tom and the sales team to present the full collection across all of its brands, for lingerie, swimwear and nightwear.

Since its introduction last year, the company been able to meet and discuss its collections with a wide variety of existing and potential customers – including major high street names – in a relaxed and friendly atmosphere.

Naturana UK has grown 22% over the last four years. This is in part due to the development of its core collection, which has been targeted at a wider customer base, the establishment of fashion brand Cybele and significant growth across swimwear sales.

The Brand Champions category of the 2018 Lingerie Insight Power List is sponsored by Maison Close. To visit the company’s website click HERE.

To view the full Brand Champions list, CLICK HERE

Profile

Company: Naturana UK
Address: Naturana, Sutton Coldfield, West Midlands, B75 7BU
Tel: 01543 414441
Twitter: @naturana_uk
Website: www.naturana.co.uk
Focus: Lingerie and swimwear manufacturing

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