Quality, durable, fashionable

ADAMS WAS established in 1933 and has come a long way from its origins as a small family business. We are now the UK's leading independent specialist childrenswear retailer, and the Adams group of companies now trades from over 1,000 UK distribution outlets and 91 international outlets, primarily in the Middle East and Europe.

Our retail sales were over GB£246 million in the last financial year, with the international franchise operation contributing GB£23.6 million towards that figure.

We have recently strengthened our senior management team with the appointment of Jonathan Tillery in the newly created role of Director of Product. This will allow us to provide a co-ordinated and speedy approach across the business and get closer to what our customer really wants.

In March 2005 adams kids launched a major multi-million re-branding programme with a new logo and store design. The changes result from a research programme that examined all aspects of the adams brand from customer perception, staff training, point of sale through to in-store experience and environment.

From the first partnership in Saudi Arabia in 1997 to our most recent openings in Finland and Slovakia in September, partners have played an increasingly important role in the success of adams kids. The brand translates effectively across all markets and we have built strong partnerships with some of the biggest names in the retail industry.

We have an ambitious and cohesive International Development Team providing partners with advice on buying, merchandising, retail operations and marketing. The International Development Team continues to work hard to strengthen existing relationships and build new partnerships around the world.

We aim to provide our franchise partners with the opportunity to franchise the brand for a fair return on their investment. We will partner and manage them to the best of our ability based on mutual respect and contribution to our joint success. We commit to fully communicating our strategic and operating directions and seeking the input of partners on all significant matters affecting them.

Our franchise partners own and operate adams kids format stores selling products supplied by our UK operations. Our targeted franchise partner will need to demonstrate financial capability, commercial and operational expertise and a willingness and ability to translate the brand within their market.

The International Development Team's aim is to be represented in every market worldwide and our future growth plans are well on the way to being delivered - we are currently in talks with parties in Austria, Croatia, Czech Republic, Hungary, Indonesia, Libya, Malaysia, Norway, Poland, Turkey, Singapore, Slovenia, Sweden, Syria and Ukraine. However, we are still looking for more partners and are offering National and Regional Master Franchise agreements.

As well as our traditional successful retail format (75sqm to 200sqm), we have also developed a 'concession' concept (35sqm to 75sqm) which we are offering to prospective parties where entering the market via a concession in a department store or limited retail space is the only commercial option.

With an extensive selection of clothing and accessories, adams kids makes shopping for children easy and enjoyable with quality, durable, fashionable clothes at great value for money. As the weather grows cooler, adams kids has a great range of autumn and winter clothes - the American baseball look is key for older boys, with layered tops, slogan t-shirts and denims or combats to finish off the casual/cool look. Girls get the peasant look with gypsy-style skirts, lots of classic embroidery detail on girls' trouser legs as well as the utility look with comfortable denims and combats.

An interview with Kevin Grech
Commercial Director, Arkadia Group Ltd, franchise partner for Slovakia.

Q. How did you first hear about adams kids?
A. I believe it was from a visit to the UK. I actually visited one of your stores a number of years ago.

Q. Why adams kids? What was it about the brand that appealed to your business as opposed to other well known brands (i.e. Mothercare, M&S, Zara, etc.)?
A. We own and operate a multi-brand department store in Malta and always represented a children's brand or two. We worked with other brands before trying adams kids and were not as successful. Also, some brands require much larger investments in property, personnel and stock.

Q. What did you know about the concept of franchising before your started talking to adams kids? How easy is it to become a franchise partner? What are the requirements?
A. We have worked, and still work, with a number of different franchises and so we have the advantage of comparing between one franchise and another. Working with adams kids is relatively easy compared with other franchises. The requirements are laid out by adams kids, and include an investment in property and stock and a good working knowledge of fashion retailing.

Q. What did you (and your business) bring to the party? What financial investment does opening in a new market require?
A. Arkadia International brought to adams kids the opportunity to expand professionally into an up and coming region of Europe. We decided to invest in a number of retail opportunities in Central Europe where adams kids is not present. Arkadia is focusing on maximising the exposure of this brand throughout Slovakia, the Czech Republic, Hungary, Austria, Poland and eventually the Ukraine among others. While adams kids focuses on improving its product, logistics and marketing standards, its retail franchise partners like us can focus on building the brand in other territories. The financial investment required is substantial and must cover the premises, shop fit, POS software and personnel. Starting up in a new market also involves a substantial investment in marketing.

Q. What support does adams kids provide with regards to brand management, merchandising, systems and operations?
A. The company provides good support in merchandising and assistance in operations. We are working together to optimise the support in marketing and international promotion of the brand.

Q. You opened your first store in Bratislava on 1st September - how did it go? Do the initial sales meet your business plan?
A Our first shop opened as planned. It was a smooth opening and sales targets were achieved as expected - the fruit of good market research prior to opening.

Q. What are your plans going forward?
A We will now carry on researching the potential of opening in neighbouring towns and cities. Feedback from our new customers will also serve to help us improve sales and product development to satisfy demand for children's clothing in this region. We hope to open our first stores in Prague and Vienna next year with the possibility of a second shop in Slovakia.

Q. Is there any advice that you would like pass on to prospective franchise partners that might help them becoming successful?
A. The best advice I could give any prospective franchise partner is not to rush. You must research your new market well, set realistic targets and then work towards achieving them.