Facia starts 5m Contessa move upmarket

Facia is injecting 5m into relaunching its lingerie chain, Contessa, in a bid to move upmarket.

The 130-strong chain was bought by entrepreneur Stephen Hinchliffe’s Facia in April last year.

Marketing director Trevor Bell says the new look will be launched through Contessa’s Fleet store in Hampshire this month.

The relaunch will be rolled out through a majority of the stores this year, depending on the success of the Fleet outlets, he adds.

Included in the redesign are plans to boost the own-label Contessa brand,with the possibility of above and below-the-line advertising support.

Bell says the brand and the Contessa stores are conservative and old-fashioned.

He adds that the chain will in some aspects compete with outlets such as Knickerbox, but target 25 to 45-year-old women.

“It will be for the working woman and offer a slightly more serious, attractive yet feminine style,” Bell says.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here