Wilson said the reason for the success was the cheerfulness of the brand and its popularity with women.
"One in four women owns something from Cath Kidston today and we've got a very loyal customer base. We obviously want those people to keep buying from us, but we also know there are still three out of four women who haven't shopped with us," Wilson said.The company was founded by designer Cath Kidston as a shop selling vintage fabrics. (Neville, 2013b).
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