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USC team targets womenswear revival

USC strategic buying and merchandise director David Douglas has made a number of appointments to the young branded fashion chain’s womenswear team to help restore sales of the category.

Douglas, who founded USC and returned to the business to lead a recovery strategy in March, has hired Sally Heath, head buyer at contemporary retailer All Saints, as women’s buying manager for own label and Mel Bainbridge, casualwear design manager at high street multiple Miss Selfridge, as head of womenswear creative and design.

Douglas plans to reinstate womenswear as 50% of the offer across the 29-store chain. USC significantly scaled back its womenswear ranges in 2007, ditching own label and halving the number of brands it offered.

Douglas said: “Autumn will see the kick-off to our new women’s offering and we look forward to that contributing further to the growth in the business already underway.”
Stephanie Artaman, ex-head of womenswear at young fashion brand Hooch, has joined USC as women’s own brand design manager.

West Coast Capital, which owns USC, has installed Sharon Seales as finance director of the young fashion chain. Seales previously worked at West Coast Capital and replaces Derek Giblin, who left in March.

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