PO LTD
PAULA OHRENSTEIN
INTRODUCTION
PO LTD offers operational and strategic consultancy services to the fashion industry underpinned by 15 years of experience in wholesale, retail and agency sales
TARGET CLIENTS
Brands & Distributors: Launching new products in new territories.
Retailers: Reviewing buying, merchandising and in store systems
BRANDS & DISTRIBUTORS
Sales Strategy: Launching in the UK & Eire – accessories, kids, ladies, sports
Wholesale Organization: UK sales team and European networks of agents / distributors
Production: Managing European and international production
Shipping & logistics: Organizing shippers, warehousing, distribution
Developing brand positioning & image with retailers and PR & marketing
Trade Shows: Presence for brand launch
Internet: Planning and implementing website and logistics
Computer systems: office network setup and organization
RETAILERS
Brand selection: sourcing new product
Purchasing: Optimizing product selection, sales analysis
Business strategy and seasonal budgets
In-store support: Visual merchandising and in store training
Retail: Opening UK and international retail – shops, concessions, shop in shop, factory outlets, franchise
New locations: research of viable sites for new stores
Competitor analysis
EXPERIENCE
2003 to Current: PO Ltd Launched and managed:
Exclusive Agency Baby Guess & Guess – UK & Eire 1992 - current
Exclusive Agency Deha/ Dimension Danza – UK & Eire 2003-2007
Exclusive Agency Guess Accessories – UK & Eire 2002-2007
- Sales
- Marketing & PR,
- Logistics & Credit Control
- Image & Market Positioning
- Visual merchandising & Staff Training
- Budgets, planning, competitors, strategy
- Trade Shows
- Client base: over 500 active retailers in 2007
- Brands launched in top department stores and independents including airport and key internet retailers.
o Arnotts, ASOS, BAA, Brown Thomas, Fenwick, Harrods, John Lewis, Selfridges, Sweaty Betty
1992 – 2003 Jeffrey Ohrenstein Group – Brands Manager
Agency – Baby Guess & Guess Kids, La Perla Kids, Pappa & Ciccia, Gasolio
- Launch of the brands
- Sales and distribution
- Marketing and PR
Jokids & Jeffrey Ohrenstein Brands
- Design: managing the design team and researching trends
- Production: managing factories in the Far East and Europe
- Setting up and managing UK & European sales network of agents and distributors
- Managing key UK & international accounts
- Marketing & PR with trade and national magazines and newspapers
- Co-ordinating logistics with the shipping ,warehouse and distribution team
- Retail concept development (store shopfit design and layout, merchandising & staff training)
- Franchise development with a group in the Middle East – 5 stores
- Concessions in UK stores – 22 concessions
- Factory Outlets – 10 stores
- Jokids website in 2000 – planned layout, management and fulfilment
Manufacturing for high street retailers own label
- GUS: Kids mail order - Mothercare: Kids & Maternity - Woolworths: Kids and licensed products - Zara: ladieswear