Footwear retailer Brantano is undergoing a multi-million pound overhaul in the face of growing competition.
The out-of-town chain is in the process of completing a revamp of its entire 146-store portfolio and has more than doubled its marketing spend to £5 million this year, to raise recognition of the business and drive sales.
Chief executive Kurt Moon has also set about repositioning the retailer in a bid to shed its image as a heavy discounter. Pricing has risen by about 5%, with the average price now £38.
He said: "We want to become a category killer and have had to keep up with the competition. Now we are sourcing better products and selling at better prices."
The business is looking for a private equity investment of £77m, which would allow it to go private. It has also hired three designers to increase the calibre of product and has signed new footwear brands for autumn, including Esprit and Puma.
Brantano will open 20 new stores over the next two to three years in out-of-town retail parks, alongside retailers such as Next and River Island. It has spent an average of £65,000 refitting each of its 126 stores over the past year.
The 20 newest stores, which opened in the past year, feature elements of the new store design, including new flooring, a larger range of trend-led footwear, and a brighter environment.
The £5m marketing campaign, which will launch via the retailer's first national TV ad on March 26, will focus on driving footfall among female customers and increasing their spend from 35% of sales.