QS hopes Store 21 rebrand will pep up its fashion credentials

Value retailer QS is to rebrand to Store 21 and inject more fashionability into its ranges.

Trading director David Pidgeon said the name change had been prompted by market research, which showed shoppers attached negative connotations to the QS name. It also showed that too many associated the retailer with its history of selling quality seconds.

Some 20 stores will be refurbished and rebranded by the second week in November. The first Store 21 will open in Acocks Green in Birmingham at the end of next week.

The rebranding is the first major initiative since the business was bought by Indian textiles firm Alok in January, and since Pidgeon joined the retailer in April. QS had previously suffered tough trading and fallen foul of rivals such as Peacocks and Primark.

Pidgeon said: "We planned to refurbish the portfolio anyway, so it was a great opportunity to look at rebranding and repositioning. We are also upping fashionability and will inject capsule collections every six to eight weeks."

Capsule collections, which will be extended to menswear as well as womenswear, will be branded Label 21. Prices will be in line with Primark and below Peacocks.
Pidgeon added that if the rebrand proved successful, it would be rolled out to the majority of QS's 205 stores within 18 months.