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Store is turned upside down in JZD overhaul 

Young fashion indie JZD has undergone a radical revamp in a bid to improve its commercial appeal.

The 1,200 sq ft store on Old Town in Clapham, south-west London, reopened last week and will host a launch party for customers later this month to coincide with London Fashion Week’s 25th birthday and the store’s own 10th anniversary.

Menswear, previously on the first floor, is now on the ground floor, and womenswear has moved upstairs.

Owner Sam Wilkinson said: “We have four rooms in the store and only two were paying for themselves. Womenswear was doing very well but menswear was flat, so I decided to add some new brands and give it more primary floor space.”

New labels for autumn 09 include Gio-Goi, Original Penguin and Fullcircle, which Wilkinson chose because they were “well known, but affordable”. The store has retained existing brands that performed well, including Supremebeing and Fly53.

Wilkinson said her experience as buyer and manager for Selfridges’ young fashion department Spirit, coupled with 10 years at Topshop, gave her a strong background that helped facilitate the revamp.

The menswear floor now has dark walls and clothes displayed on cloakroom-style pegs, while womenswear features a more feminine colour palette and framed artwork.

Wilkinson’s husband, Raj Wilkinson, creative director of design consultancy JHP, oversaw the refit.

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