PROTEST UK INCREASES MARKET SHARE & LAUNCHES 2011 COLLECTION IN HARVEY NICHOLS
Following an extremely successful 18 months in the UK, boardwear brand Protest is bucking the trend significantly increasing market share in a challenging and competitive marketplace.
Since its official launch in the UK in June 2009, reaction to the design-led surf and snow brand has been extremely positive - the company has reported a staggering five-fold increase in both its turnover and the number of doors in 2010.
Further proof Protest is getting fashion-focussed boardwear spot on is retail giant Harvey Nichols’s decision to stock Ladies SS11 in the Fashion and Lifestyle department on the fourth floor of it its flagship Knightsbridge store and in Bristol.
Protest county manager, Paul Wilkinson, says further growth figures forecast for 2011 confirm Protest’s ability to gain market share in a depressed market through a highly customer-focused sales approach, with UK specific product positioned at UK commercial price points.
He said: “We are delighted with the success and are extremely pleased to see such a positive reaction to the brand and our service-led model. Back in 2009 we promised that no other brand would work harder for its customers and we’ve kept our word.
“Protest PR coverage and a UK-specific marketing plan have achieved significant results in heightening brand awareness - not only to the consumer but more importantly to the trade.
“This, coupled with our service-led approach, has paid real dividends and we expect to see further turnover growth of around 40pc in 2011, along with a 20pc increase in the number of doors.”
Last year saw the brand put its full weight behind a series of sponsorship deals, including the addition of seven-time British snowboarding champion, Ben Kilner, to its growing team of riders, sponsorship of the British Snow Tour and, this year, the highly-acclaimed BRITS in Switzerland.
The growing number of key retailers for Protest has grown from 55 to exceed 120, including Cotswold Outdoor, Ellis Brigham, Snow & Rock, Debenhams, Two Seasons and Surfdome.
“Working with Harvey Nichols is another important milestone in the development of the Protest brand,” said Mr Wilkinson. “As a prestigious retailer that only stocks on-trend brands with a positive perception in the UK market-place, this relationship gives us an opportunity to make a clear statement, raise brand awareness further and showcase our product in another key retail environment in the UK.”
Final preparations are now being made for the launch in Harvey Nichols in early April - the collection will offer a fusion of fashion and retro surf product.
ENDS
For further information please contact Angela Leighton or Libbi Cook at Say Something on 01740 621485 or 07799 332860, or email angela@saysomethingpr.com or libbi@saysomethingpr.com.