- Dorothy Perkins
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Dorothy Perkins 
Type Limited company Industry Fashion
Clothing
TextilesFounded 1909 Headquarters London, United Kingdom Area served United Kingdom
IrelandProducts Women's retail fashion Parent Arcadia Group Website www.dorothyperkins.com Dorothy Perkins, whose trading name was inspired by a rambler rose of the same name, is a large British women's clothing retailer, active mostly in the United Kingdom.
Contents
History
Founded in 1909 under the name H. P. Newman, it changed its trading name to Dorothy Perkins in 1919.[1] In the 1960s, Dorothy Perkins was controlled by the Farmer family. Staff in the branches could expect regular visits from Alan Farmer, whose picture was printed in a booklet handed to new employees. Best known for its lingerie, tights, and sleepwear collections, its other clothes had a hard time competing with the more trendy Lewis Separates, now owned by River Island Clothing Company Ltd, and Peter Robinson.
One newspaper advertisement for management trainees asked: 'Will curls come in? Will maxis make it?' However, the stores never really got to grips with sixties boutique culture. Author Margret Geraghty who worked there for a while in the late sixties remembers that all the sales staff had to wear nylon uniforms: 'They were cerise with a zip up the front. Forget dolly birds. They looked more like canteen assistants.' The exception was the store manageress, who was permitted to wear her own clothes.
The company ran management trainee courses at its head office in Bracknell, Berkshire, where prospective manageresses were taught 'introduction', a mild pressure-selling technique designed to entice customers into buying more than they'd intended. In 1973, British Land bought Dorothy Perkins, and Group Managing Director David Roxburgh took over the company. Dorothy Perkins is now owned by the Arcadia Group. It has over 600 stores nationwide.
Today
Dorothy Perkins product lines include Dresses, Jersey Tops, Knitwear, Coats, Tailoring, Denim, Shoes, Accessories, Jewellery, Lingerie, Maternity, Petite and Tall. Dorothy Perkins offer sizes 6-22 in most lines and have short, regular and long leg in most of their trousers. In shoes they offer UK sizes 3-8, and also 9 in some styles.
The company has an account card which offers incentive and reward schemes to customers, including vouchers for customers on their birthday and several 20% off VIP days per year. Credit is provided by Santander. The card can be used at any store within The Seven Network.
Dorothy Perkins support The Woodland Trust and have raised enough to plant nearly 100,000 trees since May 2007, through selling limited edition clothing ranges.
Arcadia has an acclaimed training programme, which encourages employees to expand their responsibilities and knowledge of company and business affairs. Financial incentives are offered to employees to take advantage of this programme, which comprises three levels; Standard Level, Advanced Level and Top Level.
References
External links
Categories:- Clothing retailers of the United Kingdom
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