Nick Wheeler’s formal menswear company Charles Tyrwhitt is bucking the retail market trend.

In association with the customer feedback system. Find out more visit www.feefo.com

• Online accounts for 70% of sales
• Projected turnover £104m next year
• 98% customers rate Charles Tyrwhitt as ‘excellent’ or ‘good’ using Feefo
• “We will invest in higher quality photography”

Charles Tyrwhitt has sidestepped the gloom of the retail downturn with the company’s 17th store opening in Edinburgh.

“The plan is to open two or three stores a year, but only if the time is right.” Nick says. But his expansion plans appear feasible.

Last year, turnover reached £84m, with Nick projecting an impressive £104m next year.

The brand’s e-commerce element is the most significant portion of the business, with 70% of sales coming from online purchases, so understandably, Nick has focused his energy into ensuring customer experience online is impeccable.

“My philosophy is that you build up and lose a business in exactly the same way – one customer at a time. So every customer is important,” he says.

One bold initiative Nick has implemented online is the customer feedback tool, Feefo. “It gives customers the right of response and allows for businesses to make sure customers’ experiences online are the right ones,” Nick explains.

“It’s gives more power to customers and encourages companies to do better by them. If customers want to complain online, they can do it right away and the comments are not edited.”

Feefo displays all feedback, both positive and the negative, which can be brand damaging if there is a lot of the latter. But it’s a risk Nick is prepared to take, and one that has so far paid off. 98% of people rate Charles Tyrwhitt as excellent or good.

That’s not to say the company hasn’t experienced recessionary woes. “People buy fewer shirts but they still need to buy shirts. It’s up us to do everything we can to ensure that they buy from us,” Nick says.

“When you’re a fast growing company you lose customers when you don’t have what they want, and it’s hard to forecast what customers’ need at any one time. But we need to get the right stock and be in the right place at the right time for people to buy that stock.”

Last year, turnover reached £84m. Nick projects an impressive £104m next year.

Nick says that friendly staff are key to building the business, but how will this translate online? “People want to clearly see what the products are, so we will invest in more, higher quality photography, showing different angles and outfits. We’re working on a feature where people can lift up and put on shirts. We will also ensure the site isn’t slow or clunky, but quick, easy and fun to use.”

Over the next six months, Nick will also watch his competitors. “No matter whether we’re the number one, two or 15 best-selling brand, our customer service needs to be the best as this is the toughest economic climate,” he says.

“We see our competitors who have a lot of stock, selling at cut prices. Other retailers then discount to remain competitive. It’s risky business. You can’t make money at those prices, and those businesses tend to go bust.”

“We don’t really do that,” Nick admits. “If people want to buy a cheap shirt, they will. It’s our job to tell customers that ours are better products and therefore better value for money.

So rather than getting involved in other businesses, adding to his affiliations like that with mywardrobe.com, Nick says he will knuckle down and make the market work for Charles Tyrwhitt.

In association with the customer feedback system. Find out more visit www.feefo.com