Javelin repositions to spear high-end labels

Young fashion independent Javelin is repositioning its Bury St Edmunds store to focus on a designer offer.

Javelin, which also has stores in Cambridge and Sudbury in Suffolk, sells young fashion brands including Firetrap, Diesel and Ted Baker in its Bury St Edmunds store on Abbeygate Street.

However, for autumn it will add new labels including Vivienne Westwood Red Label, Dolce & Gabbana and Paul & Joe Sister to the mix.

Meanwhile, sister chain J2 is to axe much of its surfwear offer, which includes brands such as Animal and Quiksilver, in favour of more mainstream young fashion brands including menswear label Henri-Lloyd and young womenswear brand Chilli Pepper.

Javelin owner Jeremy Clayton said the repositioning was based on a long-term plan rather than on current retail trends or due to competition with larger fashion multiples. He said: "We have always wanted to move towards the higher end and have dabbled with the idea of stocking more upmarket brands such as Rock & Republic. Now we feel as though the Javelin brand can stand the high ticket price, and we have room to do it."

Alongside the change in strategy, Javelin has increased the ground floor retail space in the Bury St Edmunds store from 2,200sq ft to 3,400sq ft. The store frontage has also been increased, from 16ft to 56ft. The original retail space is now being used solely for menswear, while the new space houses the womenswear collection.

There are no plans to increase the size of the J2 store on Brentgovel Street in the town.

Clayton added: "We've built up our image with good marketing over the years and have a loyal customer base. In their eyes we've always been considered to be at the upper end of the market, despite the lower prices."