Matalan will trial its clothing offer online next month in a bid to expand its customer base, ahead of its launch of women’s young fashion sub-brand Be Beau for spring 09.
The value retailer will sell a selection of its premium sub-brand Et Vous and plus-size brand Rogers & Rogers online within the next few weeks, before a full launch on March 1 to coincide with the arrival of its spring 09 collections in store.
A spokeswoman for Matalan said: “Being an out-of-town retailer can limit how many customers you reach and online businesses are doing so well that we had to capitalise on that.” The site is understood to have been created by Transaction Partnership.
Matalan’s new Be Beau sub-brand will go into stores in March, and will target women between the ages of 16 and 35.
The brand will have drops every four to five weeks, which is a shorter lead time than the rest of Matalan’s collections.
Be Beau is being designed by Matalan’s new womenswear team, headed up by Claire Christie and Mary Lucas, who were poached from department store Debenhams’ Red Herring brand this year.
Meanwhile, its premium menswear sub-brand 24:7 by Jeff Banks has seen a double-digit like-for-like sales growth.