Ex-Liberty brand director conducts review at Hiho

Hiho has 14 shops in the UK that specialise in jewellery and also offer a selection of gifts and homewares.

Frances Card brought in to improve merchandising at retail chain.

Jewellery and homewares retailer Hiho has brought on former Liberty brand director Frances Card to consult on merchandising at independent chain’s 14 stores.

Card will lead a review of merchandising practices at Hiho, which has recently introduced a new store fit at its Lymington shop in Hampshire. Hiho said the new layout, which was designed by in-house design manager Drew Gibson, has been well received by its customers but it plans to take the regeneration of the store further by also improving merchandising.

Hiho said the move to improve merchandising has been in reaction to customer feedback. Shoppers had complained that it was not easy to tell between standard year-round product lines and seasonal collections, so Card has been tasked with making it easier for the chain to communicate sales and product messages.

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Hiho non-executive director Emma Warren said: “Frances is very plugged into what’s happening in the world of branding and fashion and is able to bring us a much wider view.”

Warren added that the brand has growth plans that may involve opening new stores. The retailer brought Chris Garry, formerly of Superdrug, on board in February as its retail director and he will lead future expansion of the business.

Warren said: “The growth potential for Hiho is huge. It is such a grounded brand and has grown over the past couple of years and has a really strong customer base.”

Hiho was established in 1995, employs 55 staff and in 2009 had a turnover of £3.5 million. The retailer specialises in silver jewellery and has co-designed collections with celebrity stylist Nick Ede and is now stocking Daisy stacking rings which is the first time it has taken on branded jewellery.

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