Footwear group Stylo has opened its first new-look Barratts stores at Meadowhall in Sheffield and Liverpool One as it looks to reposition the business.
Last week, Barratts’ managing director David Patrick resigned from the company and was replaced by Stylo non-executive director David Lockyer, as the chain reported widening pre-tax losses of £7.8 million for the year ended February 2. Slow consumer spending and rising costs caused sales to fall to £223.3 million from £239.6m.
In addition to strengthening the management team and launching a new store concept, Barratts has overhauled its product for autumn to appeal to a broader customer base.
The Dolcis brand, which Stylo bought out of administration in March, will be used for 35- to 50-year-old women, while Mimi & Belle, a new label, will be used for the fashion-led designs and Black Gardenia will focus on glamorous evening styles.
Transit, which was a Dolcis-owned men’s brand, will feature men’s and women’s casual product, while the Saxone and W Barratt brands will be relaunched as formal fashion and welted brands for men.
Meanwhile, Todd Barnes, another Dolcis brand, will be used for more expensive men’s fashion styles.