Fenwick-owned department store Williams & Griffin is to ramp up the number of brands it stocks as part of a £30m revamp.
The Colchester store is looking to boost its menswear offer from 12 brands to 18, while the number of womenswear brands will grow from 24 to 32 over the next two years. It will also buy deeper into existing brands such as All Saints, Superdry, Lyle & Scott and Fred Perry as it looks to attract more young fashion shoppers.
The store is growing its floor space from 65,000 sq ft to 100,000 sq ft by 2016 to house the additional brands, which will be broken into contemporary, classic and young fashion categories.
Carl Milton, who was appointed as the store’s managing director last month, told Drapers the renovated store would become a “destination” for shoppers throughout Essex.
“We want to be an authoritative figure on the high street. You have to have a broad range of product to tempt customers through the door.”