New Look is more than doubling the number of its in-store branded fashion concessions with multi-brand young fashion business Hallett Retail.
The roll-out is understood to have been prompted by strong sales of branded merchandise in the stores that already operate Hallett Retail concessions.
The 54 existing concessions stock brands including Miss Real, Blend and AX Paris. A further 86 concessions will open within New Look stores by the end of the month, giving Hallett Retail and its branded partners a presence in almost every one of New Look’s ‘top-level’ stores in the UK.
New Look began testing the branded concession concept in 2007 as a way of introducing higher price points and more premium branded product alongside its own-label offer.
The size of the concession footprint will vary by store. Some stores will have up to 10 fixtures carrying branded merchandise, while others will have a smaller area, possibly with just two fixtures.
New Look and Hallett Retail were unavailable for comment.
Meanwhile, New Look has hired a new chief operating officer, Lex Gemas, who joins from fashion group Esprit where he was head of global retail. It has also appointed Simon Ryder, ex-chief executive of premium womenswear chain Phase Eight, as managing director of its French value fashion chain Mim.