October the 21st 2019 sees CHO Fashion & Lifestyle www.cho.co.uk celebrate its 20th year as an independent fashion retailer.
From its humble beginnings as a country clothing retailer in its 300 square foot store to becoming a award winning multimillion pound business selling some of the leading fashion and lifestyle brands through both its online store www.cho.co.uk and its 2,000 square foot retail store.
CHO Fashion and Lifestyle has seen impressive growth numbers over the last 5 years and has cemented itself as one of the go to destinations for the fashion savvy 25-45 Year old consumer.
Anthony Irving, Managing Director, CHO Fashion & Lifestyle Says “Retail has changed a lot of the last 20 years and I think one of the main reasons why as an independent we have stood the test of time, is that we have constantly looked to innovate what we do. It’s a huge achievement to have reached this milestone, but the journey doesn’t end there, we have huge plans for the future both in terms of brand acquisition and the business itself.”
Gareth O’Rourke, Director of International E-Commerce and Buying says “Over the last 5 years we have tried to become a leader in what we do, constantly innovating our offering, both in terms of brand mix but also with technology to keep our competitive edge. For me a pinnacle moment for the business was when we won the Best Digital Marketing Campaign at the Drapers Digital Awards, beating off the likes of Miss Guided and Mr Porter for a campaign that was truly market leading at the time and well and truly punching above our weight for the size of business that we were.”
Things haven’t stopped there, CHO now stock the likes of Belstaff, Tommy Hilfiger, Boss, Lacoste, Armani and much more. It doesn’t stop there though they have plans to add a further 100 brands over the next 5 years to become a major player in the branded fashion space.
Anthony Irving Says “We have been an important employer in the local area, as we are quite unique that there are no other e-commerce fashion businesses and have been integral to giving apprentices opportunities to build a career, but also made senior digital opportunities available.
Part of the success of the business has always been the team, CHO have a fantastic team of 23 people who have helped drive the company forward and no wonder it’s done so well, the Director of Ecommerce Gareth O’Rourke was recently nominated as a finalist for the Digital Entrepreneur of the Year Award for the work he does in the digital space. A team isn’t just about one person though it’s about everyone working for each other and that’s the main reason why CHO has become so successful.
Anthony Irving Says “I am lucky to work with amazing people every day and without them the business wouldn’t be where it is today”
When asked about the next 20 years Anthony Irving Said “I see a bright future for CHO. We will continue to innovate what we do and never stand still; we will look to continue to grow the business and continue to employ more people in the local area. I can honestly say that I am excited for the next 5 years and beyond.”
