Chilli Pepper & Chilli Boutique

Largest Online shop for Chilli Pepper & Chilli Pepper Couture Boutique

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CHILLI PEPPER   The Chilli Pepper brand was born in 1990 targeting womens directional fashion jeanswear casual wear. Chilli Pepper now enjoys a strong brand following in the UK with a distribution base of over 300 doors and is distributed/represented in many countries worldwide.	CHILLI PEPPER COUTURE   SEXY, affordable directional fasion from a leading UK designer. We are very proud to add Chilli Pepper and also Chilli Boutique / Couture to our brand portfolio here at www.corsets-lingerie.co.uk. Always cutting edge and manages to keep well up to date with the latest fashions to hit the streets !

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Action Apparal Limited 'chilli pepper' is a privately owned trading company specialist within the fashion casual wear market place.The company has adopted a diverse trading network achieving strong commercial successes by creating a structured and focused distribution criteria for each of the chilli pepper company's wholesale brands, and a diverse strategic formula for the company's retail activities.
 
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One of the key qualities that has enabled Action Apparal to continue to strive forward in such a competitive marketplace has been our ability to constantly evolve the chilli pepper business. There is a powerful and determined team spirit within the company, and this fanatically positive attitude and commitment to achieve the target and objectives set, will drive the chilli pepper company forward into the future.
 
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Alan, who heads up the Action Apparal team, has over 30 year of frontline experience within the fashion industry. He gained his grounding with market leader Levi Strauss before he transferred to retail providing directional jeans and fashion to independent stores as Managing Director of Lewis Enterprises. In 1985, at the age of 27, Alan along with wife Katherine, set up Action Apparal Limited. In addition to his role as Group Managing Director, his passion still lies in the design department and still today works with the design team to get the right direction and fabric developments for the latest collections.
 
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Before the birth of Action Apparal Limited, Katherine worked with the design sourcing department at Fosters Menswear before joining Hong Kong shirt giant Jan Sin May. Her current role heads the whole groups sourcing and operational functions from logistics, purchasing and design, direction. She therefore directs and controls the fundamental elements of all operations of the company.
 
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Mike joined the company in 1993 as Finance Director, and bringing with him the technical expertise gained from working in one of the top 4 Chartered Accountancy firms in the world. Following 3 previous appointments in industry, all at Board level, Mike combined his commercial and technical experience to strengthen the Board in these areas. In addition to his financial role within the business, Mike also oversees all commercial and operational matters within the company.
 
In 2002 following the split between Fashion Box and Action Apparal Limited, Mike joined his fellow Directors listed above as sole shareholders of the company. The Directors/Shareholders are supported by a powerful and experienced team of Executive Directors and Senior Managers in each specialist departments within the business.
 
 
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Action Apparal Limited was founded in 1985 by husband and wife partnership Alan and Katherine Strang. Tom Tom Club was the Company's first trading name, supplying independent and store groups with well priced commercial fashion. In 1987 they embarked on the first brand creation venture when they purchased the heritage jeanswear label Watsons - Watsons Heavies, which over a period of 10 years enjoyed enormous success in both the UK and Europe.
 
The Chilli Pepper brand was born in 1990 targeting womens directional fashion jeanswear casual wear. Chilli Pepper now enjoys a strong brand following in the UK with a distribution base of over 300 doors and is distributed/represented in many countries worldwide.
 
In 1999 Action Apparal and chilli pepper approached The CocaCola Company to persuade them to grant them a licence for their famous brand for use as a commercial fashion label. In Spring 2000 CocaCola Ware was launched in Europe. The success of the CocaCola Ware project within the UK was well publicised and before long Action Apparal was being approached by a number of outside suitors.
 
In 2001 the company sold 51% of the business to Italian jeans giants Fashion Box SPA (owners of Replay).
 
Within 18 months through Action Apparal, the turnover of the Replay brands quadrupled from when they first became licensee/distribution partners for the group's brands. In spite of the successes the partnership with Fashion Box SPA fell short of the Company's expectations and in July 2002 an amicable separation was agreed enabling the Directors to buy back the business. Spring/Summer 2003 the newly restructured Group launched three new brand concepts for Spring/Summer 2003.
 
 
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Action Apparal Trading structure as at June 2003 consisted of the following:
 
1) The Chilli Group of Brands
a - Chilli Pepper
b - Chilli Babe
c - Chilli Red
 
2) Yo! Japan
a - Yo! Mens
b - Yo! Womens
c - Yo! Accessories
 
3) Action Retail
a - Flagship Concept Stores
b - Instore High Street Concessions
c - Outlet Village Stores
 
 
 
 
   
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Running parallel to the expanding wholesale business is the three pronged retail division.
 
a - Mono flagship stores for both the Chilli brands and the Yo concept have been acquired in the Carnaby Street area of London along with other sites in key regional areas currently under consideration.
 
b - In addition to the stand alone flagship stores Action Apparal will continue to develop "Shop in Shop" concession areas with selected key stores/locations throughout the UK, Europe and North America.
 
c - The Group - A small chain of factory outlet stores in strategic locations to enable the company to retain full control of the management of out of season merchandise.
 
 
 
   
The overall responsibility for the creative and strategic marketing lies with Group Managing Director Alan Strang. Each individual brand/division has its own specific marketing directives laid out by the Sales, Marketing and Design teams. The company employ a number of specialist outside agencies for specific marketing functions.
 
 
 
   
As principal guardians of each of the individual brands, the support structure of the business takes very seriously its responsibility to extend the brand ethos in every aspect of the business. To this end Action Apparal have invested in developing a knowledgeable and proactive customer services department whose role it is to ensure each and every one of our customers receives the best possible service and support from the company.
 
 
 
   
Within the group each brand has an established and totally individual sales structure, along with distribution strategies headed up by the sales, commercial and export directors. The sales force are made up of employed sales executives, commercial sales agents and export distribution partners. Each brand follows a strict distribution criteria, in line with each brands individual market positioning. This is done on a town-by-town, city-by-city basis. The objectives are set, and controlled to protect both the brands development and the retail partners.
 
 
 
   
Action Apparal Ltd is proud to consider itself a design led business. We strongly believe that the first responsibility of any brand is to ensure the collections are to the highest possible standards. All of the company's brands have been built firstly on creative design and innovative product development. The company has invested in a substantial design and development resource and is proud to have assembled a strong team of young enthusiastic and vastly experienced design and resource talent.
 
 
 
   
With over 30 years experience of trawling production sources throughout the world, the company has established long standing trading partnerships with a well balanced network of efficient and reliable suppliers, who we respect and regard important partners in the development of our brands.
 
 
 
   
Action Apparal strives to attain the highest possible level of customer satisfaction in every aspect of the business. The strictest possible quality assurance controls have been set to ensure the quality and performance standards of each and every garment baring one of our Groups brands exceeds the customers expectations.
 
 
 
   
In a world where businesses are driven by price and margin, Action Apparal Ltd are proud to guarantee that in every aspect of the company's trading, we strive to achieve the highest possible moral and ethical trading practices.
 
 
 
   
One of the key components in the Action Apparal success story which spans nearly twenty years is its ability and willingness to seek out opportunities, anticipate changes and embrace evolution with both our brands and our company's trading philosophies.
 
The solid foundations have been put in place for the next exciting phase in the history of Action Apparal Ltd.