Cath Kidston - Strategic Advisory


About the brand

Cath Kidston is a British homeware and apparel brand that was established in London in 1993. It has since grown into an international business with over 70 UK stores, and a total of 200 locations across all markets. TA Associates invested in 2011 and Baring Private Equity acquired a stake in 2014, valuing the business at £250m

Cath Kidston Store

The Challenge/Task

At the time of Pragma’s first engagement for Cath Kidston in 2011, the business had begun to expand beyond London to regional UK cities and international markets. In support of this expansion, the retailer has regularly asked Pragma to advise on a range of strategic decisions.


  • Deep evaluation of the brand positioning from a dynamic and evolving consumer perspective

  • A regular customer insight programme across core markets, UK and Japan, to provide an understanding on customer profiles, attitudes and behaviours and assessing brand perceptions over time

  • Detailed analysis of the dynamics of the French and Japanese market, customer, competitors and consideration of operational support

  • Primary qualitative consumer research focussed on understanding reactions to new product and store concepts

The Result

Pragma value an ongoing strategic relationship with the senior team, and conducts a bi-annual tracking programme to measure performance across the target audience, as well as working with the business to inform and support progress.