Our Strategic Framework

Our five pillars of growth which will give us the clarity to focus only on the things we need to get done:

  1. Distinct brands to attract a broader range of customers.
  • This means that we can attract a broader range of customers and go after some new customer segments. We pride ourselves on looking after customers who are underserved in the marketplace and our brands will stand out both versus the market, and each other, making us brand led and really being together for the customer.
  • We will focus on Simply Be, Jacamo, JD Williams, Ambrose Wilson and Home Essentials.
  1. Improved product to drive customer frequency
  • Product vision is key – each brand will have a very clear product handwriting to create better, more relevant product. This means we will deliver trends for customers at the right time in the right way which in turn will drive loyalty and encourage the customer to come back again and again, underpinning our future growth.
  1. New Home offering for customers to shop more across categories
  • We‘ve launched Home Essentials – a standalone website for our home product, with a clear proposition and target market. Offering inspirational and complete home solutions that are affordable.
  • Home is a massive opportunity for us and we expect the home category to be one of our biggest levers for growth during the next 5 years.
  1. Enhanced digital experience to increase customer conversion
  • After significant investment in technological capability, we’re now further on our journey as a digital first business. We’re working hard to enhance the digital experience and drive customer conversion.
  • Delivery of a new front-end website, will deliver a range of benefits including improved SEO and conversion rates.
  1. Flexible credit to help customers shop
  • Our credit proposition is a key differentiator for us; supporting our customers by helping them buy clothes and home products by providing them with affordable and flexible credit. Credit also supports our business. Customers who take up our credit are more loyal, they place more orders and they stay with us for longer so, we really want to protect these customers and grow the number of customers that choose to take credit from us.
  • We’re developing a new Financial Services platform, which will help us provide a wider range of credit products and give customers a fully digital experience – from joining us, through to the management of their account. We will offer them a range of credit options which will be seamlessly embedded into the retail customer journey, improving their shopping experience and driving greater loyalty.


We are confident about the future for N Brown and look forward to delivering our new strategic plan to become the most loved and trusted fashion retailer.



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