1. INTERNAL NEWSLETTER
January 2016
INTERNAL NEWSLETTER
MAY 2016

2. Darren’s Diary...
Well, what an phenomenal year we have just had! LFL retail finished
+4% vs target and +18% vs LY. A huge well done to St Pancras finishing a
whopping 40% (£213k) up on their year target! Other great
achievements coming from Harrods +30% vs LY and Canary Wharf +17%
vs LY. We saw some fantastic growth all round and I am so excited to see
what this year will bring!
Looking at May to date, we are seeing some incredible figures from our
concessions with HOF OX +126% vs target, HOF Dublin +21% vs target
and Selfridges LDN +5% vs target.
LFL retail we are currently -3% vs LY so extra effort needs to be put in
from everyone to pull back on this over the next couple of weeks.
Zoe Harris in CW is storming ahead this month with her MTD sales
totalling £11.6k! We have Bryony from Brook Street following close
behind at £10.5k and Sandra in Covent Garden at £9.5k! Well done to all
for leading the way and I look forward to seeing to pulls in the most for
the month.
We know we are up against a record breaking May last year in terms of
our KPI’s. ATV MTD is £134, down £17 vs last May and UPT is 1.42 vs
1.42 LY. We have seen some amazing individual performances from
Marylebone with an ATV of £158 and a UPT of 1.76 and a special well
done to Stephanie is MHS who only recently joined the company and
has achieved a MTD ATV of £198 and UPT of 2. Also a great performance
from Westfield with a MTD ATV of £154 and UPT of 1.63.
I would like everyone to focus on steps 3,4 & 5 of the sales journey,
using your weekly training plans and revisiting techniques that will help
us exceed last year.
Thanks
Darren

3. AWARDS:
Dear All,
I am delighted to let you know that we have been awarded UK Retailer of the year by
Retail & Leisure International. The award is for “the international retailer that has
achieved great things in the past year”, with judges looking for “innovation, brand values
and store innovation as well a strong financial performance and a clear development
strategy.”
Also on the shortlist were Gieves & Hawkes (who won “Highly Commended”) , Boux
Avenue and Primark. The 2015 winner was Godiva Chocolate.
Joining me at the Natural History Museum on Thursday night was Darren Kane, Debbie
Coleman and in recognition of a fabulous month of sales achievement in April, Ana
Cristina and Eloise from St Pancras and Selfridges respectively, who sparkled as they
modelled some of our new evening clutches.
I can only repeat what I said to those in head office who were able to attend the Sales
Team Friday drinks a few weeks ago. As a sales team we can’t do this on our own and our
ability to grow the business, achieve amazing sales numbers, and win the occasional
award is down the efforts and commitment of everyone in the business so thank you and
well done to all of us at Aspinal for winning this award!
Have a great weekend.
JEREMY TAYLOR
SALES DIRECTOR

4. YANG MI COLLABORATION-INTERNAL FACT SHEET
The sticker patches chosen have
a personal meaning to Yang Mi:
the Fox is the nickname of Yang
Mi, and the Bee is name of Yang
Mi’s fan group.
The cityscape sticker
is a fusion of
traditional Chinese
buildings including
the Great Wall of
China, with London
landmarks.
The Love Heart patch has
been personalised with
‘Love from Yang Mi’. Yang
Mi’s signature also adorns
the interior of the bag.
KEY FACTS
Celebrated Chinese International actress and singerYang Mi has collaborated with British luxury lifestyle
brand Aspinal of London to design a unique Limited Edition Mini Trunk Clutch the ‘Yang Mi Bag’, for
Chinese charity, One Foundation.
Yang Mi has over 60’500’000 followers on Chinse social media siteWeibo.
Yang Mi’s has personally designed patches including a China-to-London skyline, Love HeartYM patch and
Yang Mi’s own fox and bee emblem.
Each limited edition Trunk will be numbered 1-3000 and carryYang Mi’s embossed signature.
TheYang Mi bag also has been customised to include a special pocket discreetly holding an essential
battery pack.
20% of the sales (900RMB - £100) will go to the One Foundation, a charity that promotes philanthropy
in China and Asia and provides clean water for Chinese children living in rural areas.
The sticker patches chosen have a personal meaning toYang Mi: the Fox is the nickname ofYang Mi, and
the Bee is name ofYang Mi’s fan group.
The bag will be sold for 4500RMB - £500.
The bag was launched on Saturday 9th April during the China Press Day. Key Chinese press met in Beijing
where the Aspinal team put on the same AW16 press day that was seen in the UK in February.

5. VM
THE CHINESE PRESS DAY
The Chinese press event was hosted in the Ballroom at the Waldorf Astoria hotel situated in the
heart of Beijing.The visual team headed out to Beijing 10 days before the event to meet with local
suppliers including catering, lighting, sound and construction along with sourcing additional
elements locally in Beijing.
In a bid to find the key furniture pieces required we ventured to the suburbs of Beijing where we
witnessed a very different shopping experience and managed to find a supplier to make a sofa
from scratch in just two days.
With a mass amount of dedication of support from Stewart & the distribution team we were able
to ship many of our existing elements from the UK to ensure that we were taking the
quintessentially English atmosphere & ambience that Aspinal is known for to China with us.
For set-up we had a team of 20, the majority of which were local workers.The set-up and build
took 29 hours to complete as many elements had to be constructed on site.Those 29 hours
somewhat feel like a blur to us now but upon reflection some extraordinary things happened
throughout this time, a gentleman caught a flight to hand deliver items all the way from India,
replacement stands for displays were made and sprayed in under two hours and last minute
graphics turnarounds to name but a few.
It goes without saying that we wouldn’t have been able to pull this off without the dedication and
support from the Aspinal team and we would like to give a particular shout out to the following:
Stewart & the distribution team,the finance team and the graphics team –We are hugely grateful!

6. The Build
The trip preparation and furniture shopping in Beijing

7. Catering Sampling/Crockery Choice
The GreatWall trip and photoshoot

8. BREATHE ASPINAL – MIDDLE EAST
THE PRESS EVENT AT AL BARARI
The Press Event at Al Barari ‘The Farm’ Dubai, was a huge success!The team did a very good job
setting up the venue and also at interacting with our guests.And of course,Aspinal Bear was a
huge hit! Everyone loves the Aspinal Bear. Great turn up of social influencers and bloggers from
the UAE.
A Hearty Congratulations to the UAE and KuwaitTeam!
Kuwait- Congratulations to the entire team on achieving April’s monthly budget!
UAE- Congratulations to Galleria Mall team on achieving April monthly budget. A big congratulations
to the Store Manager, Slim Haddad, who provides exceptional customer service to the customers
and also motivates his team to perform well!
A big well done to Abdul Kader who did 3 transactions and helped Yas to achieve their daily sales
budget on 10th April!

9. BREATHE ASPINAL - WHOLESALE
The Wholesale team were full steam ahead for the New FinancialYear in April with two embossing
events on the same evening.Vilma Matasciuk took the helm at the Aspinal wholesale account in
Hooper’s’ Tunbridge Wells, whilst Cherry Firbank took the train on the same day to captain the
event at Hooper’s Wilmslow.
Both Hoopers’ stores were provided with an embossing machine and a full range of personalise-
able SLG’s so the competition was on, in a 6 hour period who could take the most orders.
CHERRY’s ACCOUNT
I arrived in rainyWilmslow for Hooper’sVIP event, the embossing machine was set up ready.
It was a slow start but by 6:00pm the excited local community of Wilmslow were in supping
champagne and looking for interesting products to purchase.
There was huge interest in the embossing machine itself with many customers coming to watch
goods be personalized as a main entertainment of the evening.
At the end of the day Hooper’s Wilmslow took £585.00 RRP and embossed 17 items.
Wilmslow didn’t take the most money but it was a hugely successful event introducing a new
customer base in Wilmslow to Aspinal of London product which bodes well for the account in the
future.
VILMA’s ACCOUNT
I arrived in sunny Tunbridge Wells and the team was already excited about theVIP event.
A flurry of activity happened between 6 and 7pm, with 3 customers buying handbags in a row.This
was especially exciting as these customers bought from the Aspinal range and were converted from
a Coach purchase. A major win for Aspinal!
The embossing machine was a completely new concept for customers, it did draw increased
interest in the Brand however, customers were so bowled over by the handbags that these
purchases took precedence on the evening.
Tunbridge Wells took £1630.00 on the evening, a massive success for Aspinal.

10. BREATHE ASPINAL STORES:
WESTFIELD STORE:
A customer who was offered complimentary perso having refused to shop with us initially due to
the fee, became one of our most loyal customers. She not only comes once or twice a week to
buy some gifts, but also calls in advance asking if we would like some food . She says that all her
gifts will come from Aspinal now as she is so impressed with our customer service and kindness.
WELL DONE to Emma Wong for achieving best ATV £190 and UPT 1.70 both in April and first
week of May.As a result she won our in-store competition 
SELFRIDGES LONDON:
A big focus for us in SELFOS has been focusing on steps
4 and 5 of Breathe Aspinal; upsell a product, upsell a
service. To help with this we did an energiser early last
week looking at easy upsells/ tricky units to add sales to
as well as language used.This seems to have had a positive
Effect as we have seen our UPT increase!The team had
a lovely outing to Nando’s along with Daniel following
our meeting to review the previous year and to look
forward towards the next!
ST PANCRAS:
St Pancras organised another successful black book event.
The team emailed all their customers inviting them for
an amazing shopping experience. Jo Malone provided their
own stylist to do hand massages, which was a surprise and
real treat for those attending.The team dressed beautifully
in bright colours and served refreshing sparkling elderflower
with lime and lemon slices.
BROOK STREET:
Last week we had a customer who returned a week after he had purchased Shadow Rucksack in
tan. He had waited for over a month for the item to come back in to stock. He tried it at home but
wasn’t happy with how the flap opened when filled with a laptop so he wanted a refund.We noticed
the bag he had was from Mulberry and suggested instantly the Shadow briefcase that would serve
both as a rucksack and a messenger.After some time with us showing him the benefits, he decided
that the briefcase was the better option, and as a consequence ended up spending more as part of
this exchange. He was super happy.
Amazing sales so far in May from Mel (23) hours £4400 with 8 bags sold ATV of £315 and UPT of
1.93- Keep it up and rest of the team- don’t make the gap bigger 
HOF GUILDFORD:
We have noticed that at this time of year a lot of the customers in HOF are looking for outfits for
weddings and other events.Therefore we are approaching these clients and engaging in conversation
with them, whilst they walk around with shoes or hats (hoping to entice them with our handbags!)
This has worked with great success, with one customer purchasing 5 bags. This lady was with us for
a long time and was really happy that we had remembered her from before, as she only passes
through Guildford twice a year.

11. There once was a man from IT,
Who preferred to drink coffee, not
tea,
When a ticket came in, he’d sit
there and grin,
‘This ticket is not meant for me’
By: James Hurst
Business
Information
Analyst
eComm / IT
Dept
COMMUNICATIONS:
MAINTANANCE DEPARTMENT:
I am pleased to announce we now have a ticket system in place for all the Maintenance
requirements throughout the business. Please email Maintenance@aspinaloflondon.com with any
issues you may have from now on. Terry
DISTRIBUTION, LOGISTICAND FACILITIES:
• Please be aware that a team will be in this week to erect scaffolding around the rear of the
building.This is so that we can carry out maintenance on the top floor rear windows.This may
at times obstruct some parking spaces so apologies for that.
In addition, building work will continue in the warehouse this week, meaning there will be
some noise and work vans on site. Please contact Stewart directly if there are any concerns.
• As you may now know we have 2 new meeting rooms just off the showroom on the middle
floor.We are still in the process of decorating and fitting these rooms but they are now both
available for use.
To avoid confusion and disappointment these rooms can now be reserved or booked in
advance by simply calling or emailing the showroom and requesting a time and date. Please be
clear about which room you need (small or large) and when you need it.
If a room is already booked and you need to use it, please speak to the person who has
booked it already to arrange a swap.
You can just turn up and use a room without booking, but be prepared to be moved on if
someone who has pre-booked turns up. Please contact Stewart directly if there are any
concerns.
NATIONAL LIMERIC DAY:
In the spirit of National Limerick Day we ran a competition for each store/concession/HO to create
their own Aspinal Limerick.We have received some fantastic efforts, thank you all for participating.
Please see the winning poems:
There was a young man called Daniel,
Who trained all the staff with such ease
that his life was a positive breeze.
He never used books but relied on his
looks
and said "i just teach them to breathe "
By:
Andrew W Gordon
Corporate Director
Aspinal of London
There was a young man named
Burtie,
Who was an Entrepreneur by
thirty
He started a brand
Of handbags so grand
That make you feel fine and flirty
By: Amanda Ware
Store Manager
MHS
Well done to Andrew Gordon!You will receive your prize by post shortly!

12. MOVERS AND SHAKERS
A big welcome to Monica Botros our new PartTime sales in Westfiled!
Unfortunately we will be saying goodbye to Nikhil in Brook Street as he has been offered an
internship in an advertising company. Good luck from the team.
Our HOF Guildford concession manager Agnes has now left to begin her maternity leave !!!
We have our new Interim Manager Sharon starting with us this week, so are looking forward to
making her feel welcome.We hope she will enjoy working with us here in Guildford.
BABY NEWS:
Liz from Selfridges in London will be celebrating her 3rd year with the company
this month! Hoorah!!
Not only that but Liz is also celebrating her birthday this week too!
We would like to wish Rio from Brook Street a very Happy Birthday- hope all
your dreams come true. BS Team!
Maria from HOF Guildford has a Big Birthday this month. So has taken a
weekend off to get over the shock !!!! She is joyfully getting together with
family and friends
Congratulate Diana Gorochaite from Canary Wharf on the birth of her
new baby girl Lukne who was born on the 5th of May.
Also Agnes Sosnowska from HOF Guildford had her baby girl Sophia
this morning.
CONGRATULATION to both mums and their gorgeous daughters!
BIRTHDAYS AND ANNIVERARIES:

13. LETTER’S & THANKYOU’S
SELFRIDGES LONDON:
• Selfridges have been very happy with the team, Eloise was even chosen to talk in a video for the Selfridges
management team!
• Famous footballer Emmanual Adebyor also graced us with his presence last week purchasing an attaché in amazon
croc.
• The team received a lovely email from a customer called Lois at the beginning of the month:
‘Thank you so much. Your customer service has been fantastic and the best I've ever dealt with.’ Lois
CUSTOMER SERVICE:
Dear Sue
I just wanted to thank you for ensuring that my husband’s cuff links were perfect, they were absolutely beautiful
and beautifully presented.
My husband called your customer service team yesterday and spoke to Steve. He was so helpful and the cuff links
were engraved yesterday so we are delighted.
Thank you for the time you have given to us over the cuff links and thank you to your customer service team who
are always so helpful.
Kind Regards
Frances Seaman
Morning Sophie,
I would just like to say thank you so much for agreeing to sending me a new card holder. This is the exact reason i have chosen
Aspinal of London and why i will continue to be a customer in the future.
Thank you so much for your help Sophie you have been very helpful and informative in the way you have dealt with the situation.
Kind Regards
Mr Keith.
Dear Lisa
I just want to say thank you very much for all your efforts in ensuring a fast turnaround for our lovely ship
guest book! We received it this morning and it looks beautiful.
I know the client will love it!
Thank you again on behalf of myself and Adam.
Kindest Regards,
Lucy
Lucy Oliver
Assistant to Adam-Michael Papadakis
Camper & Nicholsons Mayfair, Ltd
Hi Susan,
I wanted to drop you a note to say a huge thank you for sorting out the issues I had with my bag.
I received it last week Thursday and it looks great!
Thank you for your kindness and patience in dealing with everything :)
Hope you had (or are having) a great holiday
Thanks,
Lauren Jones- Director of Operations & Technology
My husband brought me a Barbarella handbag some years ago as a special
present. Unfortunately the lock mechanism broke and I couldn't use the bag. Being
as I had the bag for a good number of years I had little hope of getting it repaired.
Then I spoke to Steve in the repairs department who told me with delight that he
can replace the lock for me. He kept me updated along the way and my bag was
repaired and returned within a week. I cannot thank Steve and Aspinals enough
for the exemplary customer service and I am once again enjoying using my
handbag. Thank you!
Hi Sue,
My apologies for being tardy, but I just wanted to let you know that my repaired handbag arrived last week and I am so pleased that it is perfect once
again! Every time I use it I receive numerous compliments on how beautiful it is so I am delighted that it is back in my wardrobe.
Thank you for being so helpful.
Kind regards,
Christine

14. IN THE SPOTLIGHT…
So, you’re the ‘Assistant Merchandiser’, what’s that?
The Merchandising function hangs on smart stock decisions. The right products need to be in the right place, at
the right time, whether that's in-store, online or for our wholesale and corporate partners. My role is to support
Paula, our Merchandiser in maximising profit for Aspinal through stock management, planning and analysis for all
business channels.
I have a lot of contact with stores and the online team and I work closely with the warehouse to ensure the
stock is available when we need it. In addition to stores and online, I partner with Cherry our Wholesale
Operations Manager and our corporate team to forecast the demand for stock in these channels.
Some days I can spend many hours engrossed in complicated Excel spreadsheets analysing performance and
adjusting stock requirements as a result. On other days I might be building a stock package for a new store,
planning markdowns or liaising with our web partners, discussing performance and what we can do to maximise
sales. Recently I was given specific responsibly for pricing which means it is my job to maintain all of our selling
prices in multiple currencies on Elucid.
How long have you been with the business and what do you love about Aspinal?
I’ve been with Aspinal just for over 2 years now! It’s gone so crazy fast and I’m still constantly learning something
new about Aspinal every single day. I get to work with every department due to our size, which means I have
exposure to so much and have learnt a vast amount about the business in general. This also means I am fortunate
enough to have gained a lot of friends from different depts. which is probably the thing I love the most about
Aspinal!
What is your favourite Breathe Aspinal pledge and why?
My favourite would most definitely have to be “To Believe Nothing is Impossible!” We face different and exciting
challenges every day at Aspinal HQ that believe me, at first just seem completely unachievable! Merchandising are
constantly working with other departments to achieve the impossible without fail! So far we are on a winning
streak…
Are you a life planner or do you just wing it?
My working life is very dependent on accurate planning and attention to detail so I think because of this I’m very
much a “wing it” kind of girl in life. I’m still young so haven’t considered a plan for the future just yet. I once took
part in a charity event where I had to get as far away from my university as possible without spending a penny.
My friend and I made it to Madrid and back! Including all our food and accommodation so I think I’m doing OK at
winging it for now 
If style could revert back to one era, which era would be the most appealing to you?
Choosing just one era is really hard as I love so many! But as I have to choose just one it would have to be the
50s. I was lucky enough to be very close to my maternal Grandparents growing up. They were in their 20s in the
50s and I feel that your style for life is developed in your 20s. I was always in awe of my Grandma who dressed
so glamorously in gorgeous floaty dresses with glam head bows. My Grandad would be in his cheeky braces,
scruffy white shirts and never without a hat! They maintained that style for the rest of their lives. Women in the
50s always looked so poised and composed, something I wish I could maintain!
And finally, who would you like to put in The Spotlight next month?
I would like to nominate the exceptional James Hurst! James is a very intrinsic member of Aspinal and I think
everyone would be interested to learn more on just how important the IT members are at helping Aspinal run
smoothly.
NAME: Emma McGill
POSITION: Assistant Merchendiser

15. POSITIVE ECO SYSTEM:
Paper and Books:
YES:
all office paper
white paper
colored paper
newspaper (bags and strings removed)
magazines (all types)
catalogs (all types)
phonebooks (all types)
junk mail
paperboard
tissue boxes
heavy weight folders
paper towel and toilet paper rolls
food packaging (unwaxed only please)
shredded paper (in plastic bag to
minimize blow-away potential)
paper milk, juice and soy milk cartons
(should be empty)
books: all soft cover, hard covers should
be ripped off
empty paper coffee cups (plastic lids
removed)
NO: (Can be disposed in non recycle
bin)
napkins
tissue paper
paper towels
wax paper
wrapping paper
any paper product which has the
potential to be contaminated
with bodily fluid
Think Aspinal
Cardboard
ALL cardboad boxes must be
broken down.
YES:
•pizza boxes (food and wax paper
removed)
•corrugated cardboard
•brown paper bags
•boxboard (i.e. shoeboxes, gift
boxes, cereal boxes)
NO:
•cardboard lined with plastic (i.e.
bubblewrap boxes)
•waxed/waterproof cardboard
Metal:
Please wash out all food jars!
YES:
metal and tin beverage
containers
metal and tin food containers
aluminum foil
aluminum take-out containers
aluminum pie plates and trays
kitchen cookware: metal pots,
pans,
tins and utensils
NO:
motor oil cans
metal and cardboard containers
paint cans
Glass:
Please wash out all food jars!
YES:
All colors glass bottles and jars
clear glass
green glass
brown glass
blue glass
glass food containers
beer and wine bottles
NO:
light bulbs
mirror glass
window glass
ceramic
crystal
Plastic:
YES:
All plastics numbers 1-7 (NO
styrofoam, which is sometimes
labeled #5)
food and beverage containers
screw top jars
deli-style containers
clam-shell take-out containers
plastic cups (lids and straws
removed)
milk jugs
soap bottles
clean grocery and retail plastic bags
(no other type accepted)
plastic jugs/bottles: soda bottles,
laundry detergent jugs
NO:
plastic" baggies"
plastic tableware
Styrofoam containers
Inkjet Cartridges
All the inject cartridges can be recycled
now, please contact the cartridge
provider recycling materials.
Nespresso Coffee capsules:
Recycle your capsules the easy way...
Nespresso Recycling Options:
-Request a free recycling bag at the
same time as your next coffee order
-Pick one up in a Boutique
-Order online
-Call one of our Coffee Specialists on
0800 442 442
-Take your capsules back to your
nearest Nespresso Boutique with a
capsule collection point
In order to continue creating a positive eco system for our company we would like to maintain the same
standards across all locations, whether it is a store, concession or at Head Office. Check out the most
updated complete list of what can and cannot be recycled. There are things listed which you can recycle
that you didn’t know you actually could! In addition it is imperative that everyone makes note of all items
that CANNOT be recycled- some of those may surprise you! Please print it out and display to your teams!
The Ultimate Recycling List

16. PRESS COVERAGE
Glamour, June 2016 (Circulation 350,031) Lottie Bag
You Online, 6th May 2016. Mini Padlock Bucket Bag,
Lottie Bag & Soho Clutch
https://www.you.co.uk/cupboard-confidential-
aspinal-london-showcases-new-summer-palette/
Harper’s Bazaar, June 2016. (Circulation: 110,294)
Mayfair Bag
Harrods Wedding Special, Spring 2016. (Circulation:
124,218) Classic Leather Hip Flask
Forever Sports, May 2016. (Circulation: 104,974) Classic
Men’s Belt, Shadow Briefcase & Small Mount Street Bag
Glass Magazine Online, 4th May 2016. (Monthly
Unique Users: 100,000) Mariya Dykalo Interview
http://www.theglassmagazine.com/glass-
interviews-mariya-dykalo-creative-director-british-
luxury-brand-aspinal/