New chairman of Joe Browns speaks in new White Rose Shopping Centre store in Leeds

Yorkshire Post

Michael Truluck, the new chairman of Joe Browns who used to be the CEO of La Redoute. He is speaking in Joe Brown's new Leeds shop in the White Rose Centre.

Transcript

00:00 Go for it. So Michael, you've recently become chairman of Joe Browns. Can you tell us about

00:05 why you've joined the company? Yes, I've joined Joe Browns because it's a company with loads of

00:09 potential. We're standing in the store here today at White Rose. You can see all the great products

00:13 around and behind me and hopefully on that you can see that great potential that's available

00:17 within the brand and to be able to spread that more generally across the UK and then outside

00:22 of the UK at some point too. And Joe Browns is a Leeds company. We're stood here in the first

00:27 Leeds store. What's the reception been like since it opened last weekend? Yeah, so we're in the

00:33 Leeds store and Leeds store has done extremely well. We've only just opened last Saturday.

00:37 We are 20% up on what we were expecting to do within the store. The feedback from customers

00:41 has been great and it's great to be on our home turf considering the fact that we are just down

00:45 the road, 10 minutes drive away from the offices. And what do you think customers can expect from

00:51 Joe Browns in the coming years? Is anything going to change as a result of you becoming chairman?

00:55 Yeah, so for the coming years in terms of the changes that I see and we're already starting

00:59 that from spring 24, is that we are going to be expanding the ranges with more newness in terms

01:03 of the product ranges, which I'm sure will be greatly received by our customer base. And we're

01:08 also looking to bring back some of the archives that we've got in terms of some of the product

01:11 ranges. So I'm sure that again, those different prints and patterns, which we're so famous for

01:15 and are unique to Joe Browns is going to be really great for customers to be able to get.

01:20 And we're stood in front of a sign saying, "Be Remarkable," which is one of the kind of

01:24 slogans of Joe Browns. Could you tell me about what the slogan, "Be Remarkable," means to Joe

01:29 Browns and its customers? Yeah, so in terms of that, "Be Remarkable,"

01:32 two big aspects there. One is that the product is remarkable. So when you look at our product,

01:36 you'll see more detailing on the products than what you would do in potentially other stores,

01:40 especially with the UK. The other part is, "Be Remarkable" as a person. So in terms of that,

01:45 people do get remarked upon, people get complimented when they're wearing our products.

01:49 And we want to keep that going because that gives people a feel good feeling. And we want that feel

01:52 good feeling to continue because that will mean they'll consume more from us. They feel happier

01:56 when they wear our products. And that little burst of color is really helping in that sense too.

02:00 [BLANK_AUDIO]

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