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Cruise to rebrand Limeys stores

Cruise will rebrand its Limeys stores to Cruise after rescuing the Midlands-based mini chain last year.

Cruise, which has four Limeys menswear stores and one Limeys womenswear shop, will convert its stores in Derby, Birmingham and Sheffield to Cruise from late August.

The rebrand will coincide with the launch of new brands at Cruise for autumn 08, including Marc by Marc Jacobs, D&G, PRPS and Vivienne Westwood.

Chief executive John Heath said: "Given the current financial climate we have chosen to steadily update and refresh the stores instead of refitting every site. If the opportunity arises to relocate to a better site or development in any of our cities, we will give this consideration as we have done in Nottingham, and are doing in Leicester."

Heath added: "It has always been our intention to introduce the Cruise concept throughout the UK. The acquisition of Limeys simply accelerated the natural roll out of stores, giving us access to key cities in the Midlands. Cruise is now recognised as a national brand and we feel it is the right time to re-badge the midlands stores in line with our move south."

Cruise was established in 1984 in Edinburgh.

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