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“Impossible to ignore”: Witchery MD’s plans to capitalise on digital growth

During the pandemic, the Australian womenswear brand Witchery turned 50, but rather than kicking back to party, the retailer revved its omnichannel strategy and worked on a new physical store concept. Managing director Simon Schofield discusses the new bricks-and-mortar experience and the brand’s revitalised product range. Inside Retail: Last year, Witchery celebrated half a century since it launched. What is it like running a brand with such great heritage while keeping it relevant and fresh