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‘I knew that Dana’s skills and experience would deliver the results that I needed. And they did!’

Tony De Nunzio
Maxeda
Executive Chairman
Vroom & Dreesmann

The Brief:

  • What should the offer and service level be for a small department store?


  • Define the range, the adjacencies and look & feel with minimal capital and revenue expenditure.

The Results:

  • Research found that customers found the store more inspiring and easier to shop.


  • Space mix between fashion and hard goods was
    re-balanced, increasing fashion by 14%.


  • Fashion sales up 40%, outperforming
    its peer group 23%.


  • ‘Famous For’ areas:
    Kids: sales increased 48%
    Baby: sales up 84%, outperforming
    its peer group by 80%.
Vroom & Dreesmann