Phase Eight - International Roll Out
About the brand
Established in London in 1979, Phase Eight is a British women’s fashion retailer, with more 550 points of sale across 21 international markets. It reached a turnover of £198m in 2016, and EBITDA of £31m. The business was recently sold to The Foschini Group for £238m.
Following strong growth in the UK and internationally, Phase Eight approached Pragma and our US Ebeltoft partner, McMillan Doolittle, to develop recommendations for a market entry strategy into the USA. Phase Eight has already undertaken a number of exploratory conversations with potential US partners, but required an expert opinion on the alternative options available in order to optimise market entry.
WHAT WE DID
- Identified roll out opportunities across several channels, including own stores and concessions
- Detailed analysis of the international dynamics of the market, customer and competitors and considerations of operational support
- Optimal channel strategy over a 5 year period
Phase Eight has since launched concessions in Bloomingdale’s department stores in the US, building on its growing overseas presence in countries such as Germany, Switzerland and Spain.