Anya Hindmarch Has Great Strength In Reform And Expansion.

British designer Anya Hindmarch has announced that the comprehensive reform campaign of her namesake brand has been completed by more than half.

Brand sales continued to grow.

According to the British citing data from The Fashion business, the company's upgrade to the global supply chain last year and the purchase of Japanese regional businesses resulted in a pre tax loss of the brand in 2014 from 4 million 300 thousand pounds in 2013 to 8 million 400 thousand pounds, while total sales increased from 24 million to 28 million 400 thousand pounds, of which 11 million came from the UK area.

In 2011, Hindmarch decided not to serve as CEO, and hired former director of Gucci James McCarthur as CEO management company, while she focused on the work of designers.

Earlier this year, the company hired Helen Wright from the Karl Lagerfeld brand as the new CEO.

"Four years ago, I felt I needed to make some changes.

Our competitors are world-class brands, and I need to be responsible for brand licensing negotiations, sales negotiations and designing new products.

One can not take care of every aspect at the same time.

Hindmarch said: "our sales have been growing and we can generate enough cash flow.

It makes me very proud, but if we want to go further, we must invest more. "

Mayhoola For Investment, a Qatar Investment Company with a 38% stake in the brand, agreed last year to increase the amount of 24 million pounds to allow Hindmarch to repurchase their business in Japan.

Sales in Japan account for 35% of total sales.

"We can stop the reform of the company, but it may lead to other mistakes.

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For example, we may take back the business of other regions like Japan.

But our attention is focused on maintaining growth. "

Hindermarch said.

The British designer has a unique style and often gets inspiration from seemingly unrelated things, such as Quality Street's wrapping paper, potato chips packaging and Kelloggs cereal boxes.

She is trying to expand the company's scale and bring the company to a new height.

According to Hindermarch, Japan has a total of 22 shops, and sales in the region have increased by 35% after the recovery of the region's business.

The company's financial data show that the total cost of the acquisition exceeds 50 million.

Even if we put a lot of money into it, it would be worthwhile to regain control of Japan's business.

When you have direct control, you will have a great impact on the performance of the region. "

Hindermarch said.

Anay Hindmarch's new products this year include a series of stickers made of leather with cartoon style and smiling faces.

Last year, these stickers only made 12 million sales in retail channels.

These ones here

By adopting thermal bonding reinforcement, the necessary sewing process of leather products is avoided, which is called "lipstick" in fashion brands.

They aim at those entry-level consumers who are usually unable to afford a premium handbag priced at more than 1000 pounds.

Hindmarch started her own business as soon as she graduated from New Hall convent school, and encouraged her to choose the fashion business. It's a alumni of a return to school speech. She worked with Princess Diana's wedding dress designer Emmanuels.

She also went to Italy to study leather making technology during the school year.

After having a group of loyal customers, she soon began to luxurious in London.

Selling her handbag, however, after a Chinese student bought a dozen of her handbags for her friends at home, Hindmarch decided to run to Hongkong, China, and set up her first independent store. Then she opened the first British specialty store in Walton Street, Knightsbridge, London.