Womenswear minichain Jules B is to open a new store in Yarm, Stockton-on-Tees, as it looks to segment its offer across two stores in the town.
The retailer, which already operates one store in Yarm and has eight overall, plans to open a second store at the beginning of September in order to differentiate between its luxury and more casual offering.
As a result of the new store opening, Jules B’s existing store will be re-branded as The Conservatory @ Jules B and will sell labels including Oska, denim brand NYDJ and Fahri by Nicole Fahri.
The new Jules B store will feature the more designer-led labels including Vivienne Westwood, Alexander McQueen and Marc Jacobs.
The new shop will stretch across two floors, with the ground floor dedicated to more casualwear and upstairs featuring the more formalwear pieces and footwear.
The new store will contrast with The Conservatory in terms of shop fit and overall atmosphere, with a combination of industrial fittings, timber and leather.
“Because we have two different customers types having both offers in one store sometimes confuses the customer as to what we achieve, said Rhona Blades, co-owner of Jules B.
“So we have decided to do what we have done in Newcastle and Kendal and open two separate shops with different atmospheres and shop fits to showcase the brands and products in their respective environments,”
Jules B was founded 26 years ago in Newcastle.