Another One Bites the Dust; Thorntons to Close 180 Stores and Lose Their Marketing Director

Over the last couple of weeks, the high street has seen many chains close-down as they fall victim to falling sales. Fashion retailer Jane Norman fell into administration just a couple of days ago and has seen all 90 of their stores cease trading.
 
June 29, 2011 - PRLog -- Over the last couple of weeks, the high street has seen many chains close-down as they fall victim to falling sales.  Fashion retailer Jane Norman fell into administration just a couple of days ago and has seen all 90 of their stores cease trading.  Entertainment group HMV is due to close 60 of its stores and Mothercare also recently revealed that they will be closing 110 high street stores in favour of out-of-town retail sites.

Thorntons is the latest in the long line to announce the closure of 180 high street stores.  A new strategy towards franchise operations to salvage sliding sales has resulted in the announcement of Marketing Director Peter Wright leaving; parting ways with the chocolatier on 1st July following marketing and retail responsibilities being split.

The retailer reported a 14% fall in sales in the three months to April 30th this year.  Marketing Managers at the company have said they want to reduce its reliance on seasonal events such as Christmas, Valentine’s Day and Easter, and “capitalise on Thorntons’ brand strength.”

Marketing plans have already been put in place to increase their year-round appeal and will include new gift ranges for occasions such as birthdays, anniversaries and congratulations.  Thorntons also plan to launch a new flagship boxed chocolate brand in 2012.

By improving its store merchandise and displays, along with customer service, Thorntons hope their three year strategy will reposition the business and put them at the forefront of the retail market.

CEO of the company, Jonathan Hart, says “Thorntons is a strong, trusted and highly valuable brand with excellent potential.  Our goal is to refocus the business across all channels and seek to deliver industry competitive returns over the next three to five years.  Although we see the prospect of weakness in High Street footfall and consumer sentiment continuing, I am confident that this strategy is right.”

It is apparent that Thorntons have been experiencing dramatic falls in sales since their peak in 2007.  The Grandson of Joseph Thornton (founder of Thorntons), has spoken out about his frustration at watching the company slump.  Peter Thornton believes the company’s personal touch that kept them at the top has eroded and has been replaced by a blander version.  He speaks out about how the packaging is now ‘robot-packed’ and boxes appear to be fuller than they are.  Thornton also makes no secret that he is less than impressed that the chocolatier is now being sold through supermarkets.

There is no doubt that the marketing team at Thorntons have their work cut-out if they are to pull off this new strategy; without their Marketing Director this could prove extremely difficult.

To see current marketing jobs with major retailers in places such as Leicester, Ipswich, and Luton; go to http://www.brandrecruitment.co.uk/pr-and-marketing-jobs

Brand Recruitment is the only specialist PR and Marketing recruitment agency in the Eastern Region. With the widest variety of Suffolk marketing jobs, we work with clients ranging from boutique marketing agencies to global leisure giants.

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Brand are the only specialist PR and Marketing recruitment firm in the Eastern Region. With the widest variety of marketing jobs in the area, we work with clients ranging from boutique marketing agencies to global FMCG giants.
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