Johnstones of Elgin's CEO, Simon Cotton (who is joined by his dogs – Ted, Mabel and Daisy – part way through), discusses the brand's heritage and how this has somewhat prepared the company for the crisis that the world is currently enduring. Although he says the Johnstones of Elgin has survived the two world wars, he describes Covid-19 as more like a flood or fire, due to the sudden impact that it has had on the business. 

Cotton, who has been at Johnstons of Elgin for over six years, also talks about planning for the company’s full return to work. The retail spaces, coffee shops and mills have been completely shut down, and around 960 people out of 1,000 have been furloughed. He says that social distancing measures may have to continue for another 12-18 months and the company is also preparing for what is probably going to be a messy planning process. 

Elsewhere, Cotton predicts what the ‘new normal’ might look like for the business, believing that consumers may shop differently, dress differently and the route to market may change. He also mentions that he is rethinking the business’ strategy, particularly looking at it through a digital lens.

Johnstons of Elgin was founded by Alexander Johnston in 1797, when he established the Elgin Mill on the banks of the river Lossie in Scotland. The company has over 200 years of tradition and expertise in textile manufacturing and is focused on luxury and craftsmanship, using the highest-quality, natural fibres. 

Johnstons of Elgin has two mills these days, one in Hawick and the other in Elgin. Here, woven and knitted products have been produced by devoted craftspeople, some of whom have been honing their skills with the company for almost 50 years. Cotton himself has been at Johnstons of Elgin for over six years.