Hobbs is phasing out its NW3 sub-brand as part of the retailer’s turnaround plan.
The autumn 14 range will be the last collection from the retailer’s sister brand, which features knitwear and animal prints aimed at younger shoppers.
Former New Look chief and chairman at Hobbs Phil Wrigley said the NW3 brand left customers “confused” and the designs were “too quirky, forced and unnatural”.
“NW3 has done a good job for us, but the aesthetics of the business are becoming increasingly blurred and the brands look more and more like each other. We had wanted to engage a more youthful shopper alongside, but there was a confusion about what would be considered a Hobbs design and what would be NW3, which led to our shoppers being confused,” Wrigley told The Sunday Telegraph.
Wrigley was parachuted into the high street retailer in January after a dismal Christmas trading period led to Hobbs suffering a £1.9m loss in 2013, according to accounts published last month.
Meg Lustman, who previously ran the women’s retailer Warehouse and the John Lewis womenswear department, started at the company last week as chief executive and will be working alongside Wrigley to revitalise Hobbs’s sales.