Many outlet stores are bursting at the seams with bargains from last season’s lines; however, not many of them (if any of them) have a dedicated outlet store website as Warehouse does, which certainly helps to set it apart from its competitors, especially since it is part of the conglomerate now owned by Aurora Fashions along with Coast, Principles and Oasis. Opened in 1976, it remains true to its original vision of design for the high street, providing consumers with original designs that attract plenty of compliments and that are wearable across seasons and years. This philosophy is also closely allied to Warehouse’s target audience of “primarily [age] 18-30, but Warehouse is about attitude, not age”.
The brainchild of Jeff Banks, and Maurice and Michael Bennet, the brand has had several celebrity faces over the years, including Andie McDowell and Naomi Campbell. Corporate social responsibility, or CSR, is also something that Warehouse is more and more concerned with. They are committed to an ethical trading code, design all pieces in house, use natural fibres where possible, recycle consumables throughout their business, and recycle returns by donating them to New Life (a UK charity for disabled and terminally ill children). This transparency regarding their policies is significant, as is the fact that their franchises in department stores such as House of Fraser and Debenhams render the company even more accessible. The brand is also commended by its fans for its individual feel of bohemian chic and its high quality of clothing for the price paid.
Even though the brand’s presence worldwide is perhaps not as strong as that of its other UK competitors, it has a solid base within the European Union, as well as online purchase options, which may well help to continue to secure its position in an ever-changing world.