Unique young fashion retailer, TALLY WEiJL, has embarked upon an aggressive international expansion strategy, opening more than a hundred stores a year for the last two years running. This self-proclaimed, "totally sexy" retailer now has stores in more than twenty countries, including 350 owned stores and licensed branches, and 300 concessions in department stores. Company CEO and co-founder, Beat Grüring, explains, "TALLY WEiJL is a brand for girls and young women who feel comfortable in their own skin". The retailer keeps the brand fresh by reviewing its collections every month, maintaining competitive prices and supporting their customer’s party lifestyle aspirations through exciting marketing campaigns.
TALLY WEiJL first opened stores in Central Europe (Germany, Switzerland and Austria), before expanding into Ireland, Italy and Eastern Europe (including Russia, Poland and the Ukraine). Headed up by Tally Elfassi-Weijl herself, the design team, composed of around fifty designers, is based in the Paris headquarters. The buying, IT, logistics and marketing teams are based in Basel, Switzerland. The company has its own manufacturing plant in Morocco and a 25,000m2 international warehouse located in Germany, which handles more than 18 million articles a year.
"The TALLY WEiJL brand relies on speed. From design to production, distribution, import and logistics, everything has to happen very rapidly, explains Alexis Bischoff, IT & Logistics Director. Our ideal turnaround time from product launch to store is 10 days." To support TALLY WEiJL’s strategy, based on rapid international growth and “fast fashion” retailing, it needed a robust supply chain. Only with the logistics and IT teams working side by side could this be achieved.
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