Blacks Leisure targets female surfers with Freespirit revamp

Blacks Leisure is to invest in its surf brands to drive growth after being forced to back down over its plan to sell the Freespirit business this summer.

Freespirit, which has 35 stores, is to develop its own- label offer and increase its womenswear ranges, which currently account for about 30% of sales. It will also redesign Freespirit's stores to make them more female-friendly.

The chain sells brands including Animal, Roxy, O'Neill, Quiksilver and Vans, as well as Freespirit own-label product.

A spokeswoman said: "Freespirit is a very male-oriented brand, but surfing is a sport that also appeals to women and this will be reflected in the interiors."

The group had planned to dispose of the chain, but was forced to backtrack after objections from major shareholder Sports Direct and its executive deputy chairman Mike Ashley.

Blacks also plans to develop surf brand Mambo, after buying the European rights from Australia's Gazal Corporation for £1 million.