Newcastle designer boutique cruising to a central position in city hearts
Mar 3 2010 by Peter McCusker, The Journal
DESIGNER fashion group Cruise has embarked on a major re-launch across its 10-store portfolio, including its two Newcastle boutiques, following the appointment of industry heavyweight James Pow as chief executive.
Pow, who has held senior global positions at Aquascutum, Mulberry and Pringle, aims to re-establish the luxury retailer, which opened its first Newcastle store in 1995.
Established in 1981, Cruise sells many of the world’s most exclusive brands including Prada, Chloe, and Gucci, but went into administration last year as a result of the challenges from the growing trend of designer labels readily available on the high street.
Pow, who invested a six-figure sum during the restructuring process, said: “The re-launch of Cruise will see a return to our core values of exclusivity, inspirational style and bespoke service.
“We’ll be bringing exciting, new global brands to the UK for the first time, showcasing and championing up-and-coming and home-grown designer talent and leading the way at the very forefront of UK designer fashion retail.”
Jane Slattery, manager of the Newcastle mainline store in Princess Square, said: “We’re creating a new retail environment which is all about the experience of shopping for luxury brands.”
Natalie Bell, manager of Cruise Jeans in Princess Square, added: “Newcastle is a vibrant city which is full of life and we want our exclusive range of designer fashions to reflect both the newly regenerated city and the personality of its people.”
Pow is currently overseeing the refurbishment of the stores themselves initially in the seven flagship stores in Newcastle, two, Edinburgh, two, Glasgow, two, and Belfast, before rolling the new Cruise concept across the wider business.
The changes come following a difficult year for the retailer which saw the business fall into administration last summer.
