Department store chain Beales has unveiled a men’s young fashion offer in its flagship Bournemouth store and plans to drive incremental sales from its menswear business by 30%.
Over the past three weeks, the retailer has launched men’s young fashion brands Jack & Jones, Esprit, Duck And Cover, Wrangler, Joules and Crew Clothing in a 1,800 sq ft space formerly occupied by electricals concessions.
The area, which represents about 30% of the total space given to menswear in the store, will give the business 40 basis points more of margin.
It follows a trial of a number of the brands in Beales’ store in Kendal, Cumbria, over the past six to eight months, where they performed “well”, according to chief executive Tony Brown.
Beales is traditionally known for its more classic menswear offer, selling labels such as Jaeger, Melka, Farah and Gabicci.
Brown said: “We are keeping those brands but we are giving the younger male customer a feel for something different as well”.
Beales has also launched an own-label menswear range, Red Eye, priced at about 30% below young fashion brands Peter Werth and Fred Perry.
Brown added: “If you look at the market for young fashion in department stores, there is a nice gap there in the towns in which we trade.”
The men’s young fashion offer will be rolled out across the 11-store business over the next eight to 10 months.
Beales is also set to roll out an extended women’s young fashion offer for spring 11. Brands are yet to be finalised.
On Thursday, Beales will hold its annual general meeting, where it is expected to detail the intentions of shareholder and property entrepreneur Andrew Perloff, who increased his stake in the listed
business to 29.7% last month. Perloff launched a failed takeover attempt for Beales in 2008.
In January, Beales reported it had reduced pre-tax losses by 35% to £990,000 in the year to October 31. Like-for-like sales rose 2.8% over the five weeks to January 2.