Trenery MD: Simon Schofield
What is your previous experience in the industry?
I’ve worked in retail for over 15 years starting as an allocator for The Disney Store Europe at their head office in London. Since then I’ve held many planning roles both here and in the UK, for brands including Debenhams, Monsoon and Myer. I’ve spent the last five years with the Country Road Group, firstly in the Country Road womenswear team where I progressed from planner to merchandise manager. Secondly I joined Witchery as general manager of merchandise and operations and now I’m managing director at Trenery.
What is your day to day role at Trenery?
As MD of a growing brand no two days are ever the same. I may go from a budget meeting with finance to looking at European fabrics for our tailoring offer, approving concepts and outfits for our upcoming windows, reviewing next season’s product ranges or choosing models for the next campaign.
What is the most rewarding aspect of your role?
The opportunity to work with such a talented, passionate and committed group of people. My team have an infectious love for the Trenery brand and total confidence in its continued growth and success which I find endlessly inspiring.
What is the most challenging?
Managing my time. I’m often supposed to be in two places at once which means I’m always dashing between meetings, often with a half-eaten sandwich!
What is an initiative you have worked on at Trenery that you are most proud of?
I’m really proud that we have built an unambiguous, robust and realistic brand strategy that’s customer-centric to provide us with a solid platform from which to continue to grow the brand. In-depth customer research showed us that we had slightly veered off course from the original tenets of the brand so it was more a strategy evolution than revolution.
What is the biggest change you see coming at Trenery?
Continued growth. Last season we opened concessions in all David Jones stores nationwide as well as growing our retail store portfolio which more than doubled our real estate footprint in 12 months! We’ve opened another seven stores across Australasia and South Africa this summer alone with additional locations on our property radar for 2016 to further scale up the brand.
What is the biggest change you see coming to the industry?
The continued rise and evolution of digital technology. I also think the ongoing evolution of our Australian population demographics, both from an immigration and ageing perspective, will begin to have more and more of an impact on our industry.