Off -price retailer The Original Factory Shop is relaunching its womenswear offer after a significant revamp that has seen one label dropped and three new names introduced.
The business has axed Mimosa, which The Original Factory Shop chief executive Angela Spindler described as a mainstream label with “no clear identity”.
In its place, she is introducing three separate sub-brands targeted at different age ranges, which will sit alongside the retailer’s existing basics offer.
The Lottie Loves brand will be targeted towards younger, more trend-conscious customers and is available in sizes eight to 18.
Intuition is aimed at working women and comprises day to evening pieces in sizes 10 to 20.
Arista will focus on the more mature woman and will come in sizes 10 to 24. The trio officially launch in stores on March 28, although some pieces have started to go on sale already.
The average retail price range for all three labels is around £10 to £18, and they will be available in all the retailer’s 184 stores. The stores are being reformatted to showcase each brand.
The lower-priced Originals range will be retained, but has been given a more distinct identity and packaging and will be sold primarily as a multi-buy range.
Spindler said she was looking to compete with “the supermarkets and other high street value retailers with this range”.
Christine Crook, womenswear buying manager at The Original Factory Shop, added: “Our customers felt that our womenswear all blended into one and they were overwhelmingly asking for brighter colours and bigger sizes.
“Mimosa never really took off so we have just started again. Before our womenswear was all about items, but now it is all about outfit building.” The retailer’s total womenswear offer will increase by around 10% for spring 13, and Spindler is looking to grow its total fashion and footwear sales in the next year.
The new clothing ranges will not be sold online via The Original Factory Shop’s website, but Spindler said she would not “rule it out in the future”.