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Seen opens new shop to house men’s range

Sales at Doncaster independent Seen rose 7% for the year to the end of February, prompting its owners to open a separate menswear shop under the Homeboy name.
Seen, which was featured on BBC2 TV retail makeover programme Mary Queen of Shops last year, increased its sales to £940,000 for the year to February 29, up from £880,000 the year before.

Joint owner Katherine Taylor said that the strong performance at Seen had led to her opening a 1,500sq ft Homeboy store on Doncaster’s High Street. The Seen store was previously called Homeboy before it was rebranded to Seen by retail guru Mary Portas as part of the BBC 2 series last year.

Homeboy, which opened at the end of February, took £11,000 in its first week, £3,000 more than menswear took in the Seen store the same week the previous year. Homeboy sells brands including Superdry, J Lindeberg, Tough Jeansmith, Money and Luke.

Taylor said: “If we hadn’t moved menswear there would have been problems. The shopping environment is much better now. Before, customers had to walk through womens-wear to reach menswear upstairs. We now have a ground floor store, a good shop front and a great name.

“The Homeboy shopfit is very light, with brushed steel and black rubber floors, and is slightly battered looking. I want it to look lived-in.”
Taylor added that she had decided to resurrect the Homeboy name because “the guys in town like it”.

Seen, which is on Scot Lane in Doncaster, now covers two floors with more than 2,000sq ft of selling space dedicated to womenswear.

Taylor said that Portas had done a great job rebranding the womenswear store during her visit last year. “She rebranded womenswear unbelievably well, and turnover since then has been fantastic. We have Juicy Couture bikinis alongside Vivienne Westwood perfumes. Customers now treat it as a lifestyle store,” she said.

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