Claire’s needs time for UK recovery
Accessories retailer revamping stores
March 5 2004
Claire’s is moving to reverse a sales decline in its European stores, with a strong focus on the UK, but admits it needs time for its recovery strategy to bite.
The US based accessories retailer saw a ‘negative mid single digit’ decline in European like-for-like store sales in February.
Claire’s does not break down figures by country, but has previously said that its UK and French strores have been performing poorly in comparison to those in Switzerland, Austria and Germany.
Last month saw Roger Esdon, formerly vice president of Claire’s Canadian operation, take up the position of president and chief operating officer of Claire’s UK. He will be based at the UK office in Birmingham.
Bonnie Schaefer, co-chairman and co-CEO of Claire’s Stores said: “Our European same store sales for February 2004 showed measurable improvement over last November and December, although they were slightly below January.
[img r]canscreen3.jpg[/img]”We continue to be extremely focused on improving the shopping experience in our European stores. We are modifying the look of the stores by bringing the merchandise mix more in line with Claire’s US selection and raising the level of customer service to new heights.
“We anticipate seeing positive results later this fiscal year, as these actions take time to implement.”
Of Esdon, she said: “Roger has been with Claire’s since 1995. Under his leadership, Claire’s Canada has grown from 50 to nearly 200 stores and has repeatedly turned in high levels of same store sales growth.
“We believe this new leadership in the United Kingdom and Ireland will provide added support to our team there and quicken the pace of change.”
The European perfomance is in sharp contrast to the US. Marla Schaefer, co-chairman and co-CEO said, “February was a blockbuster month across North America, with Claire’s and Icing by Claire’s each turning in same store sales growth in excess of 20 per cent.
“The combination of a deep merchandise selection, carefully vetted new styles and vibrant spring colors has generated brisk traffic.”
