Alexon has pushed the button on an extensive refit programme and will launch footwear and accessories ranges across its business.
The classic womenswear group, which owns the Ann Harvey, Dash, Alex & Co, Minuet, Kaliko and Eastex chains, will also rebrand Alex & Co as Alexon for autumn 09.
The changes form part of chief executive Jane McNally’s strategy to turn around the struggling group, which reported a like-for-like sales drop of 12% in the 19 weeks to June 13.
Alex & Co’s reversion to its original name of Alexon marks a decision to return the retailer, which launched in 1929, to its tailoring-focused heritage.
McNally said accessories would be introduced “in a small way” across all fascias from October, with full ranges introduced for spring 10. Footwear ranges will launch for the Ann Harvey, Eastex and Dash chains in February, with the long-term objective to add footwear to the other three chains later next year.
Alexon will refit 24 House of Fraser concessions by the end of this month for its Kaliko, Minuet and Alex & Co businesses, with the others to follow. It will also add an undisclosed number of concessions in House of Fraser stores for petite-size business Minuet.
The refits will reflect the handwriting of each fascia. Kaliko will feature feminine, boudoir-style furniture, Minuet will use tight curves and quirky shapes, and Alex & Co will have a more heritage feel.
The group will also relaunch its Ann Harvey flagship on London’s Oxford Street next month. It will have a softer, brown and white colour scheme, larger changing rooms and curved furniture. More refits will follow if the flagship is successful.
Alexon is understood to have about 170 concessions.