Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Banana Connection shifts  its focus to menswear

Young fashion independent Banana Connection is converting two of its Heaven womenswear stores to its main Banana Connection mens­wear concept.

The retailer, which has three womenswear stores in Watford, Stevenage and Potters Bar in Hertfordshire trading under the Heaven name, will convert the latter two locations to menswear-only Banana Connection stores and will retain just one Heaven womenswear store, in Watford, which relaunched last month with a new concept.

Sanj Chauhan, the owner of Heaven and Banana Connection, told Drapers: “[I’m scaling back on womenswear because] I am finding it an increasingly tough market with the likes of Zara and Topshop reacting so quickly to trends. I’m dependent on brands to come up with trend-led product and, unless this speeds up, I feel the gap between indies and the high street will widen.”

At the menswear business, which operates further stores in Barnet and Waltham Cross, a new in-store web strategy will be trialled next month. Chauhan plans to launch an online ordering computer terminal in the Stevenage store as part of a trial which could be rolled out across the store portfolio.

He added: “I want to make the customer that comes into the store aware of our branded diversity. Due to space restrictions we cannot offer all of our brands in each store. This is where online comes into its own, and the booth will bring the two merchandising channels together in the eyes of the customer.”

The web booth will enable customers to order and pay for goods in store with the option of same-day or next-day delivery.

Chauhan predicts significant growth for the Banana Connection web business and has enlisted the use of a search-engine optimisation company to drive traffic to the site. “We are using them to get up on the search engine ranks. We don’t do huge volumes online but the site is definitely worth having. It’s a great tool for the customers to browse.”

Banana Connection sells brands including G-Star, Lacoste, Lyle & Scott Heritage and Superdry. Heaven stocks brands such as Sugarhill Boutique, TFNC and Rare.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.