Schoolwear retailer Brenda’s is currently commemorating its 70th year. CWB speaks to company director Jan Green to discuss the business’s milestones and its longstanding commitment to progression and innovation.
Brenda’s is a well-known, family-run schoolwear outfitters based in Camberley, Surrey. The business was established in 1949 by Brenda Francis, who at the time was aged just 15 years old. Today the store is run by Francis’s grandson, Steve Optix, alongside his mother and business partner, Jan Green.
Together, Optix and Green have dedicated themselves to providing customers with a contemporary and well-laid out store. They couple this with the best in customer service and a year-round stock holding of durable, cost-effective school uniform and associated product. Unsurprisingly, with a 70-year history under its belt, Brenda’s has been subject to a number of key developments over the years. Commenting on these changes is company director, Jan Green.
“Two very important changes for Brenda’s were when each of my sons joined the business,” says Green. “Steve in 1999 and James in 2009. Other milestones include introducing our first epos system in the early 90s. We believe we were amongst the first – if not the first – independent schoolwear retailer to have a digitised system; it transformed our business.
“We have also moved store premises three times, with each shop being bigger and better than the previous. Now, in our fourth and current premises, we trade over two floors. Taking on a warehouse three years ago was also an important development. It means we can now keep the stock flowing efficiently and can take the large Back to School orders without clogging the system.”
A forward-thinking mentality
As Green previously notes, Brenda’s is something of a pioneer in schoolwear retail. It has been utilising store epos systems for over 23 years as well as hosting a website for 19 years. Plus, the store has been selling school uniform online for 15 years. Brenda’s also leads the way in communication; keeping customers and schools regularly informed via email, social media and a blog.
Brenda’s customer centric approach means that every development and investment is based on customer demand, a formula Green attributes to the business’s success and longevity.
“Without doubt, striving to be at the forefront of our industry, keeping ahead of the game and not letting the grass grow under our feet has contributed to our success,” says Green. “I used to drive our business forward, now Steve is the driving force.
“Our store is neat, user-friendly and set out for both self-service or for our staff to help, whichever the customer prefers. Our online store is also extremely popular. However, what sets it apart is the speed of delivery. James is in charge of our web orders and a click and collect order can be ready in as little as two minutes. Plus, all orders placed before 3pm are delivered by DPD the next day.”
The future of Brenda’s
Reflecting on her time working in retail, Green also considers the changes she’s witnessed to both customer service style and the schoolwear industry as a whole.
“We, as with all other retailers, used to always utter the words ‘Can I help you?’ to everyone that crossed the threshold. These days most people prefer to browse and self-serve. For this reason our store is set out to make it easy for the customer to choose how they shop. Online shopping is increasing all the time too, but we are well equipped to deal with this.
“In terms of the industry, the biggest change of all was in the early 80s. We saw the introduction of school logos on items other than just a blazer. Fabrics have also changed vastly, especially the technical fabrics available in sports kits.
“And, while we haven’t seen any demand for gender-neutral uniform from parents, one of our secondary schools has recently gone completely gender-neutral. This year they will be offering only one blazer; the girl’s blouse has gone; and the fitted and non-fitted PE top will now be offered to all students.”
Celebrating a landmark anniversary
To mark its anniversary Brenda’s recently hosted a store event, inviting key people in the industry to share in the celebrations. Guests were treated to refreshments as well as a no holds barred tour of the premises; from shop floors and goods-in, through to the stock rooms and embroidery. The sentiment being to give visitors an insight into how the business works, including behind the scenes.
Following a speech by Green, the event was completed with the cutting of two celebration cakes made by Green’s niece and Brenda’s youngest granddaughter.
As well as the event, Brenda’s ran a free prize draw in-store to win two vouchers worth £70 each. Customers can also help themselves to free 70th anniversary pens and chocolates on the store’s counters, with 70s banners adorning the shop’s ceiling. Staff are also following suit with special ‘Brenda’s 70’ branded tops.
“We have been expanding and developing for 70 years and feel our business is currently the best it can be,” concludes Green. “This doesn’t mean we will stop planning or developing. However, our focus now is to stay at the top of our game and constantly strive to be the best we can be.”
