In 2010 we launched Simply Be into the USA, as we identified a significant potential customer base – fashion conscious plus-sized customers - who were being poorly served by the market.
Ahead of the launch of our new international web platform in 2016, we are in cautious expansion mode in the USA – cementing our business model, growing brand awareness and focusing on efficiency. Our ambition globally is significant.
We run the USA business from our head office in the UK, ensuring that our offer is consistent across geographies and that we remain efficient. We have been live with a third party credit provider since the summer of 2014; this has been important in terms of building customer loyalty and replicating our successful UK model. We are very encouraged by the trends we are seeing in terms of repeat customer orders and brand awareness. We are just at the start of an exciting journey in the USA.
Looking to the future, our systems transformation project, which we call Fit 4 the Future, will enable mass internationalisation on one consistent web platform, opening up a huge raft of potential new geographies and markets to us.