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Adams Kids goes upmarket with more fashionable offer

Adams Kids will embark on a product overhaul for spring 08, as its new owners look to reposition the chain upmarket.

The kidswear business, which was bought by ex-Stead & Simpson chairman John Shannon in February, will take on the likes of Zara, Debenhams and Next with more fashionable kids’ product, but will retain its lower price points.

Chief executive David Carter-Johnson said: “You can’t post loss after loss without having a product problem. Adams used to be a jack of all trades, but now we won’t compete with supermarkets and the mass market, such as Bhs. We’ll be competing with the more fashion-led retailers but keep our prices way down.”

Instead of relying on heavy discounting and promotions, he said he would cut prices for spring 08. “It won’t be dramatically lower, but it will allow us to avoid regular discounting.”

Carter-Johnson added that he aims to put Adams back in the black in the current financial year, after reducing head office costs by £8 million a year.

Adams will open three stores and three concessions in the current financial year, including a shop in Derby on October 9.

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