A BEDDING and linen firm is set to expand further following the success of its concession at a Bradford district garden centre.

Julian Charles has announced plans to open up to 10 concessions in garden centres across the country over the next 12 months, following the launch of its new concession in Tong Garden Centre.

The bedding company operates from 75 locations across the country, with 13 concession sites in garden centres. Its site in Tong Garden Centre opened in November last year, stocking soft furnishings, including quality bedding, ready-made curtains, and luxury duvets.

The new 1,800 square foot concession in Tong Garden Centre has its own customised stock offering and has been finished with contemporary fixtures and fittings in line with the rest of the store.

Bradford Telegraph and Argus: the Julian Charles concession at Tong Garden Centre the Julian Charles concession at Tong Garden Centre

Julian Charles is responsible for all stock, with their in-house marketing team on site to help deliver sales.

The focus on garden centre concessions follows Julian Charles’ acquisition by SKG Capital in June 2020. Since acquiring the Manchester-based business, SKG Capital have invested heavily into the brand’s digital offering and are now looking to expand its retail locations.

Prior to the acquisition, Julian Charles was running at a £2.1 million loss. However, in the latest financial accounts, the retailer has been taken to a break-even position and continues to grow. Following the period of investment, online sales have increased by 30 per cent year-on-year and now account for 20 per cent of total sales.

Simon Peck, managing director at Julian Charles, said: “We are a fast-growing business, and are on the hunt for new garden centre partners to meet our target of opening up to 10 concessions within garden centres over the next year.

“Our recent opening at Tong Garden Centre will be the first of many.

"We are pursuing garden centre concessions as one of the cornerstones of our rollout strategy because we recognise the natural synergy between our own customers, products, and those of our garden centre partners.

“The customer response to our new concession in Tong has been strong, and we’re hoping to replicate the model across the UK.

"As a bedding and linen retailer, we have been able to deliver strong footfall through the year, and we take pride in building long-term relationships.”

Julian Charles started in 1947 as a small Lancashire textile business called Rectella Limited, growing into one of the largest manufacturers of home textiles in the UK and developing its retail arm under the Julian Charles brand.