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Revamped Signature sets its sights on web sales

Aberdeen premium menswear indie Signature is set to launch a transactional website to counteract a drop in sales because of poor weather last season.

Signature recently reopened its Union Street store after a £200,000 refit, which increased selling space 20%. The 1,800 sq ft store sells labels including Armani Collezioni, Ralph Lauren and Duchamp.

Owner Patrick Ritchie said: “Trade is difficult now. The economic downturn took longer to reach Aberdeen and our like-for-like sales were up every month until December, when poor weather had a devastating impact.”

Signature’s existing website, www.signature-menswear.com, will become transactional next week, a move which Ritchie sees as essential. “I’ve always put it off because customers want to touch and try the clothes, but we were devastated by the snow in December,” he said. “People were stuck in the house and were spending online but couldn’t spend with us.”

Ritchie decided to refit Signature following an upturn in sales at his other store, Signature 2, after it was refurbished and rebranded in 2008. The 1,000 sq ft Signature 2 sells more casual premium labels including Lacoste, Paul & Shark and Hackett, and was nominated for two Drapers Awards last year.

The two stores have a combined turnover of £1.8m but Ritchie hopes to boost that to £2m with the new initiatives.

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