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Exclusive: Base Fashion begins store expansion plan

Kidswear independent Base Fashion has opened a new store at Intu Lakeside shopping centre as it embarks on a three-year store expansion strategy.

The 1,800 sq ft store opened on 15 February and brings the Essex-based independent’s total store portfolio to six.

Managing director Marc Granditer told Drapers: “The store is part of new strategy to grow the portfolio in a conservative way across the UK where opportunities allow. We hope to grow the portfolio to around 10 or 12 stores over the next three years.”  

Base Fashion previously had a 4,000 sq ft menswear and kidswear store at Intu Lakeside, but closed it five years ago as the unit was too large and expensive.

The independent is currently in negotiations regarding another store outside of London that would open in early summer if a deal is signed.

It is also relocating its Basildon store, currently located in the Eastgate Shopping Centre, to a better location in the town before Easter.

“We’re ahead on sales for last year on a like-for-like basis,” said Granditer. “Despite all of the uncertainties of the economy we still remain optimistic and focused on growing the business.”

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