Radley turns to marketing as it readies for sale

London - UK handbag and accessories company Radley is planning to push its British heritage with a new marketing campaign as it readies a potential sale of the business.

Justin Stead, the former chief executive of the retail group behind Mappin & Webb, Watches of Switzerland, and Goldsmith jewellery chain, has completed a strategic review of the company that will focus on pushing the group internationally and reposition its branding.

“We don’t want to offend or lose our loyal female customers, but we might want to introduce their daughter to the brand as a choice for value, design and quality”, he said.

The company, which is the best-selling handbag brand in John Lewis and house of Fraser, has recorded a 5 procent rise in like-for-like sales during the first six months of the year, while half year sales have risen by 6 procent to 30.6 million pounds.

Radley currently names all of its handbags after London areas, such as Long Acre in Covent Garden, Fleet Street, Clerkenwell and Chelsea.