Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

The Designer Sale Shop changes name to Apricot

The Designer Sale Shop is to rebrand its stores to Apricot and convert its offer to 100% own label following a management buyout last year.
The five-store mini-chain, which has shops in central London, Croydon, Milton Keynes, Bath and Bluewater in Kent, historically sold a mix of discounted branded product from the likes of Polo Ralph Lauren, DKNY and Ted Baker.

The newly rebranded stores will sell own-label menswear and womenswear under the Apricot label.

The Apricot collection will feature a selection of basics alongside exclusive fashion-led designs aimed at a broad age range, according to managing director Jane Weller.

The retailer will also unveil a new store concept developed by design agency Camouflage at its Bath shop this weekend. It will be the second store that has been rebranded but is the first to get a new design treatment, which includes the use of gondolas and large-scale wall vinyls to decorate the stairwells and cash desks.

The retailer’s shop at Bluewater in Kent was rebranded to the Apricot name last year.

Weller said: “We are very excited about our new concept store in Bath. It fills a gap in the market by offering customers fashionable, original clothing at affordable prices.”

In addition to rolling out the new store fit to the rest of the portfolio, Apricot aims to open three new stores in the coming months. It is hunting for potential units in Oxford, Cambridge, Brighton and Kingston upon Thames.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.