CC - Country Casuals

founded by

Coats Viyella Group

belongs to

Austin Reed Group

about

Country Casuals opens their first 5 shops in Scotland within 1 week in the 1970�s! Country Casuals was launched originally as part of the Coats Patons Group (now known as the Coats Viyella Group).

Country Casuals hit the West End, opening a shop within John Lewis on Oxford Street and were the first to offer a fully co-ordinated range of separates, (this was seen as quite revolutionary at the time).

Just one year on, Country Casuals was busy making news in Europe, opening stores in Denmark and Germany, then in Holland the following year.

Country Casuals and Austin Reed get together for the first time and the Country Casuals range is made available at all Austin Reed stores nationwide.

Things were going swimmingly until the recession of the late 80�s began to bite. Times were tough for retailers, but the future of Country Casuals was secured in 1989 by a management buyout team, intent on building a vibrant brand, totally focused on the customer. It worked. The new vision and timely change resulted in an exceptional increase in sales despite deep national recession.

Country Casuals venture into the world of television advertising making it one of the first retail fashion brands to do so.

The Country Casuals brand celebrated its 21st birthday in 1994 with the launch of a customer loyalty scheme. Another first among fashion brands, the scheme helped to increase customer loyalty by giving the company a greater understanding of their customers� needs. This highly successful and popular scheme continues to grow and is a vital part of the business today.

Country Casuals was acquired by the Austin Reed Group in January 1998.

As part of the Austin Reed Group, Country Casuals continued to expand and by popular request in 2001 Country Casuals Petite was introduced, with creations designed specifically for woman of 5�3� and under.

2005 sees possibly the biggest change of all, with Country Casuals becoming CC. It�s much more than just a change of name. CC is the brand for today�s discerning generation and brings with it a refreshing new look and contemporary feel. And in the true CC spirit of change and innovation, 2005 also sees the launch of a new CC Credit Card offering customers one of the most rewarding loyalty schemes on the high street.

CC now has a total of 64 freestanding stores and a further 125 concessions located in many of the countries most successful department store brands including House of Fraser, John Lewis, Debenhams and Beatties among others.