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Adams revival begins with concessions

Kidswear retailer Adams has delayed plans to roll out up to 40 standalone stores in favour of a concession strategy with independent department stores.

The retailer last week opened six concessions at independent department stores including Allders in Croydon and Morleys in Brixton, London - the first since the Adams name was saved from administration by former supplier XTC Clothing.

XTC Clothing managing director Sharad Madan bought the Adams name in April after all 124 stores and 18 concessions had been shuttered. The deal marked the third revival in as many years for the chain, which has fallen into administration three times due to falling sales and increased competition.

A further six concessions are slated to open by the first week of September in other independent department stores including three branches of Beales and Voisins in Jersey. Adams will also relaunch its transactional website at www.adams.co.uk next month.

Madan said he would focus on concessions rather than standalones as they were “faster to open and more profitable”. He added he hoped to have 50 sites, including a number of standalones and a London flagship, by spring 2011.

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