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Pretty Green beginning

Pretty Green beginning
Milan

Pretty Green in Reading

Friday, April 19, 2013

READING - An alternative to the current ‘college boy’ look and a bit of attitude is coming to The Oracle this weekend.
That is the promise from Pretty Green’s brand director Nigel Grant, who says the store is aiming to offer something a bit more edgy in men’s fashion.
The East Reading-born boss says he is genuinely thrilled to be opening a store in his home town where the company, founded by former Oasis frontman Liam Gallagher, first set up its headquarters and still has its distribution centre.
He said: “It feels good to be in Reading. There was always going to be two phases to our UK store roll-out and Reading was always going to be part of the second phase. I’ve grown up with The Oracle and it’s a great location.”
This will be the 13th Pretty Green UK store and three more are due to open in the next three months, in contrast to other retailers who are closing branches.
Mr Grant said: “I believe there’s two things important to me as brand director.
“Firstly, the high street is still the best place to show the customer what your brand is all about.
“You can get a feel and a vibe, it’s not just about the brand and clothing but what the attitude is about.
“Secondly, I think people want to touch and feel clothing. The high street is having a tough time and it may be in the next five or 10 years there is radical change to the way people actually interact with the brand on the high street and buy online but one thing is for sure, people will always want to feel the garment and try it before they actually buy it.”
The new store is almost opposite the hugely popular Hollister but Mr Grant says Pretty Green will offer something quite different.
The 47-year-old said: “We just try and create a cool vibe and a little bit of attitude and a lot of rock and roll.
“With dark wood panelling and a leopard print wall, it’s the kind of thing you see in a rock star’s house.”
Mr Grant continued: “There’s a lot of brands where I can’t tell them apart, they’ve morphed into one. It’s that college kid look.
“We are one of the few brands that caters for a wide age demographic. If you’ve got attitude and want to look cool and not like everyone else in the street we’re a good option.
“People over 40 or over 50 come in and carry it off. There’s something in our store which will resonate with everyone who has lived through the 90s but we do have an awful lot of teenagers now as well. That’s one thing that has excited us.”
Mr Grant says Liam, who has a home in Henley, prefers to keep a low profile at store openings but is likely to check out the Reading branch soon. He said: “He is very hands on. He has sign-off on pretty much everything we do. He is going to the Manchester City-Reading game so he might shimmy past.”
Mr Grant has been director of Pretty Green since it was formed in 2009 and has seen the business grow to 250 employees in the UK with 50 of them working in the warehouse in East Reading.
He said: “I’m proud to say we are a big employer in the local area and long may it continue.”
Pretty Green is set to open in The Oracle on Saturday with live performances from bands including Chinawhite from Warrington.
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