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Our Culture


Our Vision as a business is that by ‘Championing inclusion, we’ll become the most loved and trusted fashion retailer’. Diversity, Equity and Inclusion is, therefore, central to our culture.

We’re committed to both building a diverse workforce and creating an inclusive environment that values equality for all. A diverse team with different voices, perspectives, and day-to-day life experiences broadens each colleagues personal and professional growth, improves our ability to understand and respond to our customers’ requirements, and strengthens our decision-making. A diverse team that feels a true sense of belonging helps us better deliver on our Mission and achieve our Vision.

Whilst progress has been made in recent years, we recognise that there is much more work to be done so we’ve evaluated our position and created our EMBRACE strategy. Our approach to developing EMBRACE has been an inclusive one and sets out our ambition to build a truly diverse workforce, where our people have equal opportunity to succeed, fulfil their potential at work and feel empowered by a true sense of belonging.

We are also proud signatories of the British Retail Consortium D&I Charter, our commitment to challenging culture and biases holistically and embed D&I into every aspect of the retail industry.

Our Five EMBRACE Communities

We are establishing five communities that represent core strands of diversity that exist within our business. Our communities will be made up of colleagues from around the business who represent the community or would like to step up as an ally for change.

We will have the following five communities:

Accessibility and allies
Intergenerational and allies
Multicultural and allies
Women and allies
LGBTQ+ and allies