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JD overhauls its Oxford Street shop as part of fashion facelift

Sports fashion retailer JD is revamping its Oxford Street store to create a London flagship, as it rolls out a more fashion-friendly storefit.

It will rebuild the 8,000 sq ft shopfront to make the first floor more visible from the high street. Chief executive Barry Bown said the format would focus on fashion.

“The storefit will be more adaptable to product, with fewer flat wall footwear displays, and product will be more visible. We’ve tried storefits at Middlesbrough, Wigan and Manchester, and will put the ideas into new stores and refits,” he said.

JD has also upped its own-brand portfolio with a new women’s fashion label called Frisk.

In addition, Bown said the retailer was rejigging the portfolio of its Scotts fashion chain to remove expensive and underperforming stores. He added that there was no intention to sell the chain.

Like-for-like sales rose 7.5% for the 12 weeks to April 21. Profit before tax was up 51% to just over £25m for the year to January 27, while turnover was up 8% to £530.6m. The company said the rest of the year was likely to be challenging.

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