In 1933 Amy Adams decided to start a children’s clothing business from her terraced home in Birmingham. She was driven by the need to sell attractive clothes that were durable and above all fabulous value for money. Her vision to deliver high quality, accessible clothes to a variety of customers was achieved rapidly as the success of the business led to the opening of three further stores shortly after its foundation.
For forty years the company operated as an independent retailer ultimately headed by Amy’s son Michael however in 1973 it was bought by Foster Brothers, which ten years later was acquired by the Sears Group. By the late 80’s Adams had grown to over 200 stores and by the 90’s had become a key player in the childrenswear market. Sears was then reacquired in 1999 by the investor who in turn gave the Adams management group the go ahead for a management buy out.
In 1997 the company’s expansion was enhanced further when its first international franchise was opened in Saudi Arabia. Adams’ international presence continued to go from strength to strength as stores ultimately opened in Malta, Cyprus, India, Greece, Eire, Guernsey, Lebanon, Gibraltar, Finland, Iceland, Malaysia, Jordan, Egypt, Russia and Slovakia.
An Adams online store was launched for Christmas 2005 and due to its success an online schoolwear store was launched the following January. In August 2006 a brand new website with the largest ever online store was launched. Products could now be selected from boyswear, girlswear, toddlerwear, babywear, footwear, occasionwear, schoolwear and finally accessories.
This ongoing presence has secured Adams’ unique position in the market place. It is the only true childrenswear specialist with a clear and distinctive brand proposition. From Amy Adams’ house in the Midlands to the expansive company it is today, Adams prides itself on its full understanding of the customer.