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Ecco plans concessions to boost its retail presence

Footwear brand Ecco is embarking on a concessions drive as it builds its retail presence after opening its third London store.

The shop opened on London's Brompton Road last weekend, adding to Ecco's existing 20 UK stores and four franchise shops.

The 1,330 sq ft store offers men's, women's and kids' product, as well as a dedicated floor for golf and sports performance lines.

"This location has great potential, given that it is near Harrods and Harvey Nichols," said UK retail director Phil Beaven. "The design will make people take a second look at it."

Beaven said the brand now planned to move into concessions, with two set to open in the autumn, although deals were not yet signed. He added that further UK opportunities were being explored.

Ecco is also in negotiations for a location on London's King's Road, to open in the next few months, and is looking for a site on Regent Street to open in September.

The brand aims to reposition itself to attract younger, more fashionable customers, and will launch a limited edition range this autumn called 2nd Nature, aimed at 35- to 54-year-olds.

He added that further franchises were also in discussion, following the opening of a franchise in Cambridge last month.

Beaven said spring had been tough after the brand posted 16% growth for the last financial year, but that the brand was still hitting its budget.

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