York-based Coggles that went into administration in May of this year will expand online following its purchase by Hut Group. The group has now announced its plans to turn the business around by "doubling or even trebling" the size by moving more online and closing its outlets.
Steve Whitehead, Hut's commercial director, told the Yorkshire Post: “We can't change autumn/winter 2013, but we've ordered the products for spring/summer 2014 so we expect more of an impact next year.
“I really see a big step up for Coggles. We're looking to double or treble the size of the Coggles site. We want to enhance the Coggles brand. It's so strong it has won every draper's award going.”
He added that Coggles and The Hut Group share a similar approach to fashion, explaining that the companies have both generally avoided high fashion and focused on high-end brands instead, selling items that people will come back for more than once. “It's about very strong lifestyle products, not brands that come and go,” he noted.
The new owner's change in approach to the management and development of Coggles looks set to help bring the brand back to health.