ANGELA Spindler admits to being a bit baffled when The Original Factory Shop's private equity owners first approached her.
Spindler, who spent 10 years in senior positions at supermarket giant Asda, was battling through an ill-timed stint as managing director of Debenhams when the offer to run the small northern-based value retailer came through in late 2008.
"My first response was I've never heard of it and I've been in retail for 15 years," she said.
Duke Street Capital, which bought the business for £68.5m in 2007, was persuasive.
"I decided to have a look. I got more and more keen on the idea. I could really see the potential. It seemed very appropriate to the recession."
In January 2009 she joined TOFS – as it is known in-house – succeeding George Foster as chief executive and putting in some of her own money.
"From the day I made the decision I did not ever regret it or look back. Instinctively I knew it was the right thing to do."
Spindler knew she had a culture shock coming. From dining at the top table of UK retail, she was suddenly heading a value retailer selling everything from slow cookers to slippers. The days of sycophantic assistants falling at her feet were over.
"I've been a big fish in a big pond," said Spindler, who lives in Halifax with her family. "Now I'm a small fish in a small pond.
"To me it is really small. I knew I was going to miss, or was concerned I might miss that infrastructure.
"When you join a small business you've got to do it yourself. But I was always quite hands-on."
Spindler was one of the Mars generation who joined Leeds-based Asda in the Archie Norman/Allan Leighton era, helping revive its fortunes.
She worked at Mars in sales and marketing and was trading director of its pet food division when Mr Leighton came calling in 1997.
Other Mars recruits included Richard Baker, who went on to head Boots, current Sainsbury's chief executive Justin King and David Cheesewright, Wal-Mart's Canada boss.
Spindler said the "non-hierarchical" Mars ethos translated well to Asda. "(It was) the idea of an upside-down philosophy where the most important person is the person on the shop floor," she said. "They are direct channels to customers and if the tills are not ringing you're not doing any business."
Spindler started out in chilled food at the supermarket, developing its claim to be "Britain's biggest takeaway."
Asda's meritocracy prevailed – "I kept on adding responsibilities" – with Spindler joining the management board and being made responsible for all fresh food.
She rubbed shoulders with other retail heavyweights and is still friends with Andy Hornby, the current Boots chief executive, who left Asda to run Halifax Bank of Scotland until its collapse.
The job of store development director was followed by trading and marketing director, and Spindler helped re-focus Asda on "every day low prices" rather than promotions.
When Andy Bond was appointed chief executive in 2005, he asked Spindler to head the George fashion brand.
George was an autonomous unit, with its own management team, charged with bringing fast, affordable fashion to the masses.
"That's when I got the fashion bug," she said. She met the young Coleen Rooney, now wife of Manchester United and England footballer Wayne Rooney, signing her up to front George.
"Before we signed her up she was not really in the public eye as a fashion icon," said Spindler. "Asda was really the start for her. She was very young at the time and I think she learned an enormous amount. I could tell she had a lot of potential."
When the Debenhams managing director opportunity arose, she leapt at the chance to take on a pure fashion role, re-developing and re-energising the department store chain.
But the banking crisis made it a short-lived appointment and Spindler left after 10 months. A growth strategy had been replaced with a firefighting role.
"The world became a very different place and Debenhams, like every other retailer, had to cut costs and keep heads down and get through the recession.
"While my timing was shocking I don't think I would have had the confidence to this (without it). I don't for one second regret it."
Spindler hasn't taken across the Asda "colleague" approach to The Original Factory Shop. "It needs to and can develop its own language and culture," she said. "I don't want to run it like Asda; it's a totally different business."
The Original Factory Shop has indeed carved out a fairly unique niche.
It shuns busy city centres or out-of-town shopping centres where its brand might struggle to get noticed, instead opting for small market towns with little competition.
"It's all about regenerating the little town," said Spindler. "We set ourselves up to be the best store in town.
"We sell pretty much everything you might want. It's breadth rather than depth."
It's a value retailer, but Spindler argues this is not to the detriment of quality. Brands such as Yves Saint Laurent sit comfortably on its shelves. Stores sell a broad range of goods, including some non-perishable food.
The Burnley-based firm, which opened its first store in Keighley in 1969, was established as an outlet for Peter Black's, selling factory seconds, including some Marks & Spencer lines.
Since Spindler joined it has almost doubled from 87 stores to 160.
It capitalised on the demise of Woolworths to snap up prime sites and is opening at least a store a week at the moment. Spindler is confident it can have 600 stores.
Towns with populations of 10,000 to 15,000, often neglected by larger retailers, fit its profile perfectly.
"We've had people hugging the store development guy; people are so delighted.
"We're opening up boarded-up, under-used retail spaces. We're bringing footfall.
"It's a unique model that's working really well because customers love it."
I met Spindler in the central London offices of Duke Street as snow blanketed the country. She insisted none of its stores have been forced to close by the snow, with staff pulling together to keep them open.
The buyout group has lined up Rothschilds to assess "all kinds of options".
"There's no immediate plan for us to exit the business," insisted Spindler. "They are just working with us to advise us for the medium to long-term."
She said her plan is to "carry on doing this", developing the chain's footprint. Annual sales last hit £132m and underlying earnings were £14.7m.
She plans to add sales channels such as online retailing. The Original Factory Store has launched its own clothing labels, broadcast its first TV ad, and a flotation could even be on the cards.
But will Spindler eventually be lured away, unable to resist the glamour of a big retailer?
"They say 'Never say never," she said. "I'm saying never.
"Everybody in retail gets it. Andy (Hornby) definitely gets it. It's only people on the outside looking in (who do not)."
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29 Dec 2010 by Yorkshire Post