South Shields denim retailer Edit Clothing is being rebranded and repositioned to bring it in line with sister store Northern Threads.
Owners Phil Goodfellow and Nigel Binnie told Drapers they had decided to take Edit more upmarket after identifying “a real change in shopping habits” in the last 18 months.
“Customers are aspiring to more premium labels,” Goodfellow said. “The Edit Clothing store needs to come up to the level of Northern Threads and fellow premium stores like Psyche and Triads in Middlesbrough.”
Edit Clothing, a 1,500 sq ft unit on Fowler Street, stocks predominantly denim labels including Firetrap, Replay, Carhartt and Gio-Goi, but will now stock brands also held at the 1,600 sq ft Northern Threads store on nearby Ocean Road. The new line-up includes casualwear label EA7 and YMC.
In total 15 brands are being dropped from the refitted store, which will reopen in the last week of August.
Fixtures, fittings and store logos will all carry Northern Threads branding.
Goodfellow said he hoped the move would lure labels such as Gant, Moschino and Hackett for future seasons. “I think brands have been confused about our positioning, so moving to one name and price range should help that,” he said.
Northern Threads opened in 2006 while Edit Clothing opened in August 2010.