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.