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Online fashion firm targets young at heart; KNOWSLEY-BASED CHUMS LAUNCHES 50-PLUS LABEL.

Byline: BILL GLEESON Business Reporter BillGleeson1 @

A MERSEYSIDE online shopping firm has launched a new clothing range aimed at men aged over 50.

Knowsley Business Park based Chums says it is aiming its new smartcasual Pegasus label at "youngerolder" men who feel they can't find the clothes they want from mainstream retailers.

The new range has been developed by head of marketing Antony Eden, former head of digital marketing at Boohoo.

Mr Eden said: "Our research showed a clear disconnect between the over-50s male consumer and the current clothing ranges and shopping experience offered by the high street. We wanted to fill this gap by providing a range of styles and a user-friendly platform from which to buy them."

The launch of the Pegasus brand marks a new departure for Chums, which has previously offered home shopping services to the over-75s.

Mr Eden said: "This has been in the pipeline for quite a time. The main driver of me joining was to create a new brand targeted at younger customers. We are not really wanting to target age. It's more about an attitude than anything else.

"These customers were teenagers in the 1960s and 1970s. They were the first liberated teenagers.

"I am in my late 30s and they dress very similarly to me.

"They are a very much undervalued and untargeted audience when it comes to any type of marketing, not just fashion. The high street is all skinny jeans and slim-fit shirts, but they have middle-age spread."

Most of Chums' clothes are sold online and the firm is hoping to start selling to overseas customers within the next few months.

Mr Eden added: "The target audience is getting more and more online savvy and also in terms of social media. Now is the right time to target them online. This Christmas we will see more of them shopping online.

"They missed the laptop phase, but they use tablets and are comfortable shopping on mobile phones.

"Silver surfers are really technology savvy and more than ever hooked up to electronic devices and have access to information not in their reach in the past."

Chums had sales of PS25.7m in 2014, unchanged from the previous year. It made pre-tax profit of PS1.08m, slightly down on the previous year's PS1.17m.

The firm employs around 160 staff, mostly at its Knowsley head office and warehouse.


A picture from the Pegasus catalogue and, right, marketing boss Antony Eden

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Title Annotation:Business
Publication:Liverpool Echo (Liverpool, England)
Date:Nov 16, 2015
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