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Matalan unveils shop-in-shops

Matalan has launched a shop-in-shop strategy to help shoppers differentiate between and navigate its sub-brands.

The value chain rolled out shop-in-shop areas averaging 500sq ft for its trend-led Et Vous fashion line two weeks ago. It also launched 750sq ft shop-in-shops for its plus-size Rogers & Rogers brand and 500sq ft areas for its classic range Soon.

A spokeswoman for the chain said: “Matalan has such big units that it’s important to differentiate each brand. This season we have rebranded and updated our womenswear brands to make it easier for our customers to identify each product offer.”

The retailer will also extend its new store concept, unveiled last year in Warrington, Cheshire, to an extra four stores next spring.
The concept, which features in-store mannequins, was rolled out to 10 shops this summer, including stores in Cricklewood in north London and Glasgow.

The spokeswoman said: “The Warrington store was tweaked in the summer and the concept is now more trend-led, with a heavy focus on mannequins.”

Matalan has also installed new visual merchandising for its Papaya White, Papaya Black and Matalan mainline brands.

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