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Rivers ‘Repositions’ Brand with ‘Big Brands, Low Prices’
Rivers is undergoing a ‘reposition’ of its brand. As part of its new ‘Big Brands, Low Prices’ initiative, it will stock household names and premium brands like Dyson, Tommy Hilfiger and Nike.
In 2019 the retailer trailed the sales of Adidas and Nike footwear, which received ‘strong’ customer feedback. “At Rivers, we thrive on providing exceptional value for our customers,” said Scott Evans, the CEO of Mosaic Brands.
“The team have worked very hard to be able to extend this price proposition to now include world-famous big brands like Dyson, Samsung, Nike, Tommy Hilfiger, Nautica, and Levis. We are very excited about this and our customers are too. In fact, our online launch of Uggs sold out in one night.”
The new brand image will be implemented across its multichannel platform, based on positive customer feedback. “In addition to the big brand clothing and footwear we also trialled selected designer homewares & electrical brands in stores and saw these sell out within the week,” Evans continued.
The department-esque strategy of Rivers will continue to expand as the retailer develops more partnerships with brands. “Rivers is good example of listening to your customer, shifting to meet their needs while staying true to the core brand values,” Evans finished.