Menswear chain Greenwoods Menswear is to roll out a new fascia called Greenwoods Highstreet Outlet to target shoppers in less affluent areas.
The new fascia was trialled at Greenwoods’ Blackpool store in August and in Huddersfield in November and features a cleaner, more contemporary shopfit. However, the stores that receive the new branding will not alter their pricing architecture from the core stores.
It is unclear how many stores will get the fascia, but all new openings will have the Highstreet Outlet name.
The company, which has 79 stores across the Midlands, East Anglia and the north of England, is seeking to up its store numbers to 100 over the next two years. It plans to open in Scotland and Northern Ireland as well as in southern locations such as Cambridge and Gloucester. The expansion will be funded by Greenwoods’ Hong Kong-based parent company Pacific Trend Investments.
Greenwoods chief operating officer Neil Roberts said: “We wouldn’t say the new [fascia] would work in every single shop. It depends on the town. For example, I don’t think Harrogate needs it. It needs to fit in with the town’s demographic.”
Like-for-like sales at Greenwoods rose 5.5% from March 1 to November 22.