Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Jeans Nation rebrands to Fit after relocation

Young fashion retailer Jeans Nation has rebranded to Fit and relocated to Hereford High Street, the first indie to open on the street in 50 years.

After nine years of trading on Eign Gate in Hereford, Jeans Nation has moved onto the town’s primary retail stretch into a store more than twice as big as the previous one.

Jeans Nation was a 600 sq ft store while Fit is 2,000 sq ft. The increased footprint will enable the retailer to double sales and increase its womenswear offer, according to Fit managing director Luke Conod.

Conod said: “The last indie opened on the high street in 1958. Indies would close because rent was too high, and the multiples took over.”

However, the tables have turned and Conod has taken advantage of low rents being offered to independents during the recession.

“As an indie we couldn’t have got this site three years ago, but now it is within our reach,” he added.

The store was renamed Fit in a bid to broaden its appeal to customers shopping outside the denim market. Conod said he was now focusing on offering more complete collections rather than denim and would ramp up womenswear.

“We wanted to become more fashion-based,” said Conod. “The store is unisex product-wise but we have a strong menswear focus.”

The retailer sells brands including Superdry, Bench, Levi’s, Peter Werth, Lipsy, Duck And Cover and Pepe. Brands including G-Star, Miss Sixty, Energie and Firetrap are set to join the line-up in the coming weeks.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.