Between 2010 and 2012 the successful Radley handbag brand lost its way – not only losing design clarity but also introducing products that didn’t live up to the brand’s affordable luxury promise. The business had expanded into many non-core areas and had falling sales and margins.
Radley needed to demonstrate that the company had rediscovered its point of view; a brand that’s fashionable, but still authentic and quirky.
With Lowell Harder – the original founder – back in the business, the decision was taken to re-hire the creative team who launched Radley so successfully in 2008, who were now at CreativeRace. The company re-defined its values – “we exist to make beautiful things that women can fall in love with” and hiring Erin O’Connor, the fashion industry iconoclast – as brand ambassador.
By Christmas of 2013 Radley was back in strong growth with sales up 16%, and by 2016 it was acquired by Private Equity firm Bregal Freshstream.