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Alexon revamps brands

Alexon Group’s womenswear brands have been completely overhauled for spring by chief executive Jane McNally who joined the business last June.

Young fashion chain Bay Trading, which has 265 stores and concessions, and plus-size retailer Ann Harvey will be relaunched at the start of next month. The two chains have dragged down the performance of Alexon in recent months.  

Bay Trading brand director Jane Eskriett said it would target the Topshop customer but compete with New Look on pricing. It will have a new grey and orange logo and a new boutique-style store concept, which will launch in May. A transactional website will also launch this spring.

Eskriett said: “It will have an edgier feel than Miss Selfridge. We are still catering for the 18-25 age group, but for the more fashion forward customer who spots trends as they emerge.”

Plus-sized retailer Ann Harvey will also be relaunched with a sophisticated, glamorous handwriting, and a dark chocolate brown and white logo. Eskriett said: “We are channelling Nigella Lawson [celebrity chef] as our muse.”

Ann Harvey will launch a new store concept in April, along with a new website in late spring.

McNally has also revamped womenswear brands Kaliko, Alex & Co and Minuet Petite. Brand director Charlotte Davies said: “We are pitching at the Phase Eight and Coast customer but offering better value.”

Davies said the new look Alex & Co brand will be pitched at the Jaeger and Max Mara customer, but with lower price points.

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