Branded mini-chain Base Menswear has launched an innovative single-price concept called Ten to capitalise on the downturn and opportunities in the property market.
The Ten store in Manchester’s Arndale centre sells men’s and boys’ casualwear, including T-shirts, tops, jeans and jackets, with all items retailing for £10. The stock is sourced from a variety of smaller wholesalers and suppliers.
Managing director Marc Granditer said: “Some people want to spend less money in the recession but don’t want to be seen to be shopping in a discount store. Our shop sells at everything £10 and it’s all much lower than recommended retail price, and the store doesn’t look like a typical clearance shop. There are more opportunities with landlords to open shops now too.”
Base Menswear has also opened its first Girls Base store in Bluewater. It sells Miss Sixty, Diesel, Tommy Hilfiger, DKNY, D&G and Ralph Lauren for girls aged 2 to 16.
“When things are tough you have to be a bit more creative. If it works now, it will work when things get better. Overall trading is challenging but we have a good relationship with landlords.”
The company has 14 Base Menswear and Boys Base stores.