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Bonmarché to open stores in garden centres

Bonmarché is set to open retail outlets in garden centres as it looks to tap into their mature customer base.

The womenswear fashion chain has signed a deal with The Garden Centre Group to open stores in up to four branches over the next few months. The first shop will open at Bicester Avenue Garden Centre in Oxfordshire this Friday (October 11).

Bonmarché, owned by investment group Sun European Partners, believes that it can take advantage of the mature consumer base of garden centres.

Beth Butterwick, managing director at Bonmarché, said: “Gardening is one of the biggest leisurely pursuits within the plus 45-year-old age group so for us this is an ideal partnership. Increasingly, people are visiting garden centres as destinations in which to browse, eat and spend leisure time. We believe there is further scope for similar partnerships like this one in future.”

The move follows Bonmarché’s promise to focus on the 50-plus target market following investment from private equity group Sun European in February 2012.

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