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Oasis makes move upmarket

High street chain Oasis is repositioning as a premium, upmarket brand to distance itself from the likes of young fashion operators Warehouse and River Island.

Oasis managing director Sharon O’Connor told Drapers: "We are improving the brand in terms of quality of fabrics, but also offering value. We are looking to fill the spot at the upper mid-market level, becoming more premium with higher price points. We are pitching above River Island and Warehouse, to sit in-between those and Reiss."

Oasis opened a new concept store at Westfield London shopping centre in White City in London last week. O'Connor said the new shopfit, which features bright colours and art installations, was more suited to the chain’s new direction. She said: "We are representing Oasis with a more luxurious shopfit which is distinctive for the brand."

O’Connor said she would be rolling out elements of the new store concept across the business and that Oasis’s online sales had busted the £6 million mark for the year to date. The retailer also plans to open its website to customers in Europe next year.

O’Connor added that although times were tough, trade was going well. "Half-term week was flying; we’re smashing targets and are well up on last year," she said.

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