Premium mix for TK Maxx in Kensington

TK Maxx has adapted its product mix to target a more designer-hungry customer at its first central London store, which opened last week.

James Emerson, store manager at the new TK Maxx branch on Kensington High Street, told Drapers that the discount retailer had opted for more premium labels.
"We've tailored the product for central London by selecting more premium brands and products," he said.

Cut-price designer labels at the store include Myla lingerie for £20 and Ted Baker suits from £170. TK Maxx traditionally offers up to 60% off designer labels and brands.
Suppliers told Drapers that the store had taken about £130,000 on its first day of trading. TK Maxx declined to comment on sales performance.

However, Emerson said footfall at the store's opening day was "above expectations". He said: "Given the current economic conditions, what TK Maxx offers is great."

Customers shopping on the store's opening day welcomed the revised product mix and new central London location, with several saying that it would draw them away from the branch in Hammersmith, west London.

Despite the more premium product mix, TK Maxx has stuck with a simple, white box design in terms of the shopfit.

A TK Maxx spokeswoman said: "There are no waterfalls or marble floors. We'd rather pass on savings to our customers."

The TK Maxx store is likely to give a boost to Kensington High Street ahead of the opening of the Westfield shopping centre in White City, west London, which retailers believe could draw footfall away from the area.

This week TK Maxx received its biggest delivery of designer womenswear to selected stores  which included the High Street Kensington store.