Amanda Holden and Davina McCall Add Celebrity Firepower to Retailer N Brown

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Etailer N Brown has relied heavily on its core brands in recent months as the company enlisted Amanda Holden and Davina McCall to provide some firepower to the celebrities.

The company said its top five brands, Jacamo, Simply Be, JD Williams, Ambrose Wilson and Home Essentials, saw revenue increase 15.5% in the first three months of the fiscal year.

This marks a marked difference from the company’s “other brands” including Fashion World, Marisota, Oxendales and Premier Man. In these brands, turnover fell by almost a quarter.

N Brown

“The strategic transformation initiatives we have put in place over the past two years have now started to drive product revenue growth, with customers responding well to the new lines of our core brands,” said Managing Director Steve Johnson .

Mr Johnson has now signed up Holden and McCall to become the new faces of JD Williams. He promised “new innovative campaigns” to inspire customers.

Overall product sales increased 4.6% in the three months compared to the same period last year.

Still, Andrew Wade, an analyst at Jefferies, warned the company is currently comparing itself to the period between March and May of last year, which was one of the worst in the pandemic.

“As N Brown progresses through the year, product revenue comparisons become significantly more difficult – from -26% in the first quarter to -4.3% in the fourth quarter,” he said. he declares.

He added: “To continue the positive trend, we expect digital marketing investments to increase from the second and third quarters after the lockdown ends.

“Supporting the longer-term marketing effort, N Brown today announced the signing of Amanda Holden and Davina McCall as key brand ambassadors JD Williams; we see the possibility for these associations to add another level of brand awareness and attractiveness.

Mr Johnson, the managing director, said: “Although the external environment remains difficult, we have started the year well and the exchanges remain in line with our expectations.”

N Brown expects product sales to grow 3% to 7% this fiscal year, with adjusted earnings before interest, taxes, depreciation and amortization reaching £ 93-100million.


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