Rohan revamps format as it eyes store growth

The 48-store retailer plans to grow to between 75 and 80 shops in the next year, and is targeting to grow turnover 50% in this period.

The retailer said it had opened few stores in the last six years, but that it is now ramping up expansion plans, having opened six stores in the last two months, on the back of encouraging sales figures and a “re-energised” board.

Rohan retail and HR director Ian Palmer said like-for-like sales were up 11% for the year to June 30, while turnover for the year increased from £15.5m to £18m.

The retailer hired Philip Parkinson, a retired owner of Rohan, as finance director 18 months ago, which Palmer said “re-energised the board”.

Palmer said: “We had the internal resources for growth before, but not the momentum. Now the enthusiasm of the board drives growth.”

All new stores will open within the new format that aims to widen Rohan’s appeal.

Palmer said the previous format focused too heavily on graphics associated with international travel. “Travel is one small part of what we do,” said Parkinson. “We supply outdoor clothing wherever our customers want to wear it.”

The new format is still being finalised, but Palmer said it will use images to explain the technical benefits of the products.

“People will be encouraged through the door using bright colours, which will bring energy and excitement to stores,” said Palmer. “We’re not going to be overpowering on graphics.”

Between 75 to 100 new staff will be taken on in the next year as the retailer expands. Half its new stores will be Rohan-owned, while the other half will be franchised.