Fred Olsen Travel has held a grand opening for its Worthing store amid expectations of fast growth.
The store, inside The Royal Arcade Worthing, became Fred Olsen Travel’s 19th branch when it began trading in late November.
But following the shop’s official opening ceremony on January 10, marketing activity is set to be ramped up with the hope that the branch will achieve turnover of at least £1m in its first year.
“I think it’s going to grow quite rapidly,” said Paul Hardwick, Fred Olsen Travel’s director of retail.
The branch is the business’ second concept store, following in the footsteps of the Eastbourne shop, with three operators having their branding and promotional material heavily featured in the Worthing premises.
Classic Collection, Titan Travel and Fred Olsen Cruise Lines will have artwork on the walls – as well as dedicated TVs and brochure racks – and special events will also be held for them.
The idea to open a branch in Worthing originally came from Classic Collection Holidays chief executive Andy Freeth, according to Hardwick.
“He felt it would be somewhere that would be right for us and we 100% agreed,” Hardwick said.
The store, one of Fred Olsen Travel’s smallest branches, will eventually have a three-strong team led by Kelly Virgo. The recruitment of a third agent is ongoing.
A mail drop is being prepared for the Worthing area and emails will also be sent out, Hardwick said.
He added that the ambition was for the branch to achieve sales of £2m in its second year.
“All the stores we’ve opened in Sussex have been profitable since day one,” Hardwick said. In addition to Eastbourne and Worthing, there is a branch in Heathfield.
Hardwick had previously told Travel Weekly that he wanted Fred Olsen Travel to have 20 stores by the end of 2023 and then 25 by the end of 2025.
This week he said one acquisition fell through last year, and the acquired Idelo Travel branch in Ipswich was merged with the existing store in the Suffolk town.
“Officially I could say I got to 20 branches,” Hardwick said, going on to outline plans to open further branches in the coming months – including a third concept store in May or June.
He described himself as “confident” that the target of 25 branches will be hit by the end of 2025.
The focus will continue to be on the three existing regions of operation – Hampshire, East Anglia and Suffolk.
“We’re still really keen to push these areas,” said Hardwick. “But if the right opportunity came up outside those areas, I would be interested. But it would probably be an acquisition rather than a brand new shop.”
He said the business is “always open to conversations” about potential acquisitions.
Outlining the general approach to growth, he highlighted the importance of finding suitable staff as well as a good location.
“Even if you find the perfect town, if you can’t find the staff, it would make it quite difficult to go forward with the project,” Hardwick said.
The Worthing store, which was officially opened by Freeth, is located in premises formerly occupied by carrying and parenting consultancy MotherRucker.
Pictured (from left): Fred Olsen Travel retail director Paul Hardwick, assistant branch manager Sam Greenfield, Classic Collection Holidays chief executive Andy Freeth, branch manager Kelly Virgo, Fred Olsen Travel’s Sussex BDM Trevor Ridler, Worthing Town Crier Bob Smytherman. Supplied by Paul Hardwick.