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Burton reintroduces branded concessions to select stores

Arcadia-owned menswear chain Burton has reintroduced branded concessions in its stores after an absence of more than a decade.

Casualwear brands Nickelson, Plain Lazy, Joystick Junkies, Old Glory and Junk Mail will be stocked in the concessions, which will be operated by concession specialist Hallett Retail. Hallett Retail also runs departments in New Look and Debenhams. Prices range from about £20 for T-shirts to £70 for outerwear, in line with Burton’s mainline offer.

The first concession opened on Tuesday in the Burton store in London’s West One shopping centre on Oxford Street, and 11 more are planned to open over the next few weeks. Arcadia declined to disclose the locations.

If the trial is a success, the concessions will be rolled out to selected Burton stores nationwide, in an echo of Arcadia’s strategy to operate branded concessions in its womens-wear chain Dorothy Perkins, which stocks brands such as Cutie, Uttam London and Rise Elite.

Burton has 394 standalone stores in the UK and Republic of Ireland as well as 78 concessions. It last operated branded concessions in the 1900s, when the offer included lifestyle brands such as Quicksilver.

Plain Lazy sales manager Glen Stevens told Drapers: “[Burton] started selling our licensed bags in the summer and now it has decided to take on our branded menswear as well. Because we have had to move quickly we have launched with autumn 10 [mainline] stock but going forward we will be doing tailored [product].”

Separately, Arcadia is also expanding its concession offer in its plus-size womenswear chain Evans. It will launch trend-led brands LovedRobe, Sienna Couture and Studio NY in 20 stores from October 18.

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