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LEADING EDGE’S BRANDING STRATEGY GAINS MOMENTUM

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Leading Edge Retail’s Group CEO, Simon Lane, says the continuing investment in the company’s brand will take a big step forward in July. The new financial year will see the active expansion of the group’s new member prospects reach, a reinvigorated brand campaign and consolidation of the group’s sub-brand operations.

“To establish our presence in an expanding market, consistency between our brand propositions has become a focus. Building a strong and single-minded presence is key to building awareness,” says Lane. “Our board has signed off
on the Leading Edge Retail brand strategy which includes a compelling value proposition across a range of professional services. This will also allow us to concentrate on the exciting direction we have chosen in suppporting our members and their business.”

Simon Lane

Lane went on to say that one of the first changes would involve the decommissioning of the Leading Edge Jewellery business name, Merchandise Management Centre (MMC), which has supplied a wide range of jewellery exclusively
to Leading Edge Members for well over a decade. “Whilst we will no longer be using the MMC name, the product range it supplies will continue to be provided to Leading Edge Jewellery Members under the Leading Edge Jewellery brand. This will make things a lot easier when our new ranges hit the market this year.”

Leading Edge Retail has invested heavily in its marketing collateral, online presence, and new sales specialists so the simplification of its brand hierarchy should come as no surprise.

Debbie Hudson

As part of this growth strategy, Leading Edge has expanded its sales force, with the introduction of Debbie Hudson as jewellery category manager. Joining the jewellery team, Debbie brings over 30 years of retail experience across Australia and New Zealand to the role, with expertise gained in previous roles with Goldmark, Angus & Coote and more recently as a divisional sales manager at Pandora.


Lane explained the investment in a multiplatform, broad-reach brand campaign as well as video and photo shoots will further expand the Leading Edge Retail presence which will be in market by July. “It comes at an exciting time where the business continues to gain in profitability, direction and purpose”. When asked if the jewellery category will finish the financial year in a profitable position, his short answer was: “Absolutely.”