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Three new labels in store at Matalan

Matalan will launch three womenswear brands for autumn 07 and segment its in-store offer more clearly, to help customers better distinguish its price structure and product mix.

It will unveil premium range Et Vous, value brand Matalan and mature label Soon to widen its appeal. It will also brand and merchandise its labels to clarify its offer to shoppers.

Previously, only plus-size range Rogers & Rogers and premium label Jeff & Co, designed by Jeff Banks, were merchandised as individual brands. The rest of its range was grouped by product categories.

Core value range Matalan will offer basic product from £3, while premium brand Et Vous will provide a trend-led offer. Soon will target a more mature market, focusing predominantly on fit.

A spokeswoman said the aim was to make it easier for customers to navigate the ranges. “Brands will be grouped together to highlight their individual characteristics,” she said.

Papaya White will be the chain’s casualwear label, while formalwear brand Papaya Black will replace Amarando.

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