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Play.com sponsors Take That tour

CD-to-clothing etailer Play.com has secured the headline sponsorship of Take That’s The Circus Live tour 2009 as the business pushes to attract fashion hungry, female music lovers to its site.

The website best known for its DVD and CD sales, launched clothing in 2007 and the category now accounts for 5%of overall sales, with a 10% sales mix targeted for the category over the next 2 to 3 years.

Play.com, which sells brands including Bench, Ben Sherman and Ichi, has recently singed up French Connection and is in the process of targeting other young fashion womenswear brands in a bid to build its female customer profile.

Play.com chief operating officer Stuart Rowe said: “For us, Take That is the perfect band to support - their products are some of our best performers across the Play.com site, from music to clothing. The band appeals to a broad family audience, of course most notably the female audience which is a key focus for us in 2009 and as we move towards Q4.”

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