Country Road & Trenery Brand Strategy & Design
For over 40 years, Country Road has designed beautiful products for an authentically Australian way of life across woman, man, child and home. With 68 free-standing stores, 77 department store concessions and an annual turnover in excess of $400 million, Country Road has designed its way to become one of Australia’s most iconic retailers.
Over a four year period, Davidson worked closely with the Country Road management team to help define the Country Road brand architecture, revitalise sub brands, ticketing and labeling and create a detailed brand standards manual.
In 2009, Davidson worked closely with the Country Road leadership team to develop the brand name Trenery, for a new offer designed to attract the 40-plus market.
Trenery embraces the heritage of Country Road. Trenerry Crescent, Collingwood, Melbourne, Australia was the location of one of Country Road’s first commercial offices. The brand name also embraces the vision of on-trend design and impeccable detail with a flattering fit.
The Trenery brand has grown to a network of 48 stores across Australia, New Zealand and South Africa.
‘This new direction for the brand has delivered strong sales and increased profits.’ Ragtrader July 2014