HORNES: A menswear company with a ‘life style’ that remains up to date

With the emergence of new social attitudes and styles over the last ten years or so, many of the more old‐established menswear retailers found themselves losing business to the trend‐setters. But Homes have built their product range on “life style”, based on a belief that the Hornes customer is an individual and not a demographic category. This article discusses the management approach of an organisation which has grown from a loosely structured family firm into a company with a 1976 turnover of more than £10m.