LONDON — Radley London has tapped British singer-songwriter Beka for an advert marketing campaign that marks a pivotal second within the model’s shift to accessible luxurious and cosmopolitan cool.
The marketing campaign, “A New Daybreak,” breaks this week with Beka, whose actual identify is Rebeka Prance and who’s pictured skipping round London along with her Romilly top-handle bag in a shoot by Rhys Frampton.
She additionally composed a track known as “Bloom,” which she performs within the marketing campaign’s movie shorts made with videographer Danny Bonnar.
Beka’s lengthy, swingy ponytail and excessive power are a part of a advertising push by the British equipment model, which relies in London and manufactures its baggage in India. It additionally plans to open a pop-up in Soho on Bateman Avenue, is papering the city with flyposters, and masking London buses with the marketing campaign photos.
The timing of the latter couldn’t be higher as London is within the thick of a significant Tube strike that began on Sunday and is ready to final till early Friday morning. Buses (and a few overground trains) are the one transport on the town.
Beka and her Radley Romilly on the streets of London.
The Radley workforce has additionally created a tabloid-style newspaper with an artfully blurry picture of Beka and her Romilly bag on the duvet, and an interview inside. It has added the picture of Beka to the wrappers on darkish chocolate bars, which it’s giving out as a part of the marketing campaign.
The brand new web site launches within the U.Okay. this week, a month after the U.S. one, and there’s momentum on each side of the Atlantic, in line with Nick Vance, who’s served as Radley’s chief govt officer since 2023.
In an interview, Vance mentioned Radley’s leads to the U.Okay. and the U.S. have been “above expectations,” a results of the model’s give attention to providing a “high-quality, high-value product” and the brand new, extra up to date creations below Fernando Soriano Iglesias, the model’s first design director.
As reported, Soriano Iglesias’ résumé contains equipment roles at Loewe, Calvin Klein and Carolina Herrera.
Radley launched at Nordstrom six months in the past and the shop has shortly turn into considered one of its largest companions within the area. It additionally sells at Anthropologie, and can launch at Dillard’s within the coming weeks.
Beka and her Radley Romilly out and about in London.
Vance mentioned that, within the U.S., Radley has efficiently been shifting away from the wholesale mannequin to dropshipping; “invested closely” in its core IT and e-commerce methods; and adjusted costs “very, very fastidiously” to offset the brand new tariffs imposed by President Donald Trump.
“The U.S. is a vital development market, and we wish to provide distinctive worth within the accessible luxurious house. That’s so vital to us. We’ve been navigating the tariffs sensibly, and nonetheless wish to provide the world’s greatest $348 purse,” he mentioned, including that “trying forward, we’re anticipating nice issues from the U.S. market.”
Vance mentioned the intention is for all clients to “re-aspire” to the model, which has undergone a sea change over the previous 12 months.
For many of its 26 years in enterprise, Radley was recognized for its sensible, accessibly priced purses and wallets with a particular Scottie canine emblem. They got here in a rainbow of saturated colours and drew a loyal Center England buyer.
With the appointment of Soriano Iglesias, Radley has moved into richer, extra refined territory, with a broader provide, and its eyes on a youthful and extra numerous clientele. His first full assortment started promoting to wholesale clients in January, and landed on store flooring final month.
Fernando Soriano Iglesias
U.Okay. clients have additionally been rediscovering Radley. British retailer John Lewis, which goes by its personal style improve, has flagged it as considered one of its prime manufacturers for fall.
Based on Corporations Home, Radley London‘s gross sales within the 12 months to April 2024 have been 72 million kilos, and the corporate made a lack of 2.2 million kilos. These numbers mirror the interval earlier than the arrival of Soriano Iglesias, and the model’s turnaround.
The Beka marketing campaign, which was shot throughout London, is just the start. The Romilly, with its smooth folded leather-based development, three inside compartments, and 299-pound price ticket, is considered one of many baggage that Radley is able to push.
In October, the Chancery, a equally roomy bag with a big flap closure, will launch, whereas Radley is already making ready for the Christmas marketing campaign which is ready to launch in November.
