Young fashion retailer Jane Norman is to open a new store in Waterford, Ireland.
Philip Day chief executive of Jane Norman’s parent company Edinburgh Woollen Mill told Drapers the lease had been signed this week and the 2,000 sq ft store would open at the end of November.
He said the move signalled his intent for continuing Jane Norman as a distinct business from sister retailer Peacocks.
“We have invested so much into Jane Norman, and its expansion is firmly part of the group’s plans going forward,” he said.
“I wouldn’t have just signed for a new store if I didn’t see a future for the business. I want to make sure we have great stores and that the right product goes in so we can supply Jane Norman’s customers with the best possible product.”
Day is also pressing ahead with plans to roll out an all store refit programme starting with Oxford Street early next year.
“We want to freshen the stores up a bit, making them a bit lighter and brighter although they will still recognisably be Jane Norman,” he said.
Waterford will initially be fitted out with the current concept, and refit next year - a move that Day admitted was “bad timing”.
The EWM boss went on to dismiss rumours that Jane Norman and Peacocks may be merged following Drapers’ reports of the closure of the former’s London HQ as well as a number of senior roles being shared across the two businesses.
Despite sources indicating the 150-mile relocation to Cardiff had not met with enthusiasm, Day said he was confident a number would make the move.