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Littlewoods ups plus-size

Littlewoods is going head to head with rivals N Brown and Asos by ramping up its plus-size So Fabulous range and revamping its website.

The multi-channel retailer will add 28 styles to its 38-piece plus-size So Fabulous range in its mid-season book. This is the first time Littlewoods has added new plus-size options in season, a strategy that N Brown has been pursuing with its Simply Be brand.

Littlewoods has also given its website a facelift, introducing new technology to help it compete with etailer Asos. It has launched 650 full-screen product videos on the site, with enhanced zoom functions, meaning customers can zoom in on an item and view fabrics and textures close-up.

Littlewoods said it was also gearing up to push its own label this year, on the back of the success of its Lovelabel range. A spokesman said sales of Lovelabel had rocketed to £50 million – more than Asos’s full-year turnover last year, which was £42.6m for the year to March 31 2007.

Last month, Littlewoods also said it planned to buy the Empire Stores name, customer database and debtor book at the end of the current season’s catalogue. It hopes to take ownership of the assets by July.

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