London department store group Morleys Stores is making sweeping changes to the fashion offers at its Pearsons of Enfield and Elys of Wimbledon branches.
Morleys is making “one of its biggest-ever investments” through a £1.5m transformation in Enfield, executive chairman Bernard Dreesmann told Drapers.
As part of the overhaul at Pearsons, the womenswear department will be refurbished and several new brands added – including The Masai Clothing Company, Gerry Weber and Joules. Phase Eight and Jacques Vert Group brands Planet, Eastex and Kaliko will have redesigned shop-in-shops when the refit is completed in early August.
Pearsons is introducing kidswear and adding a children’s footwear concession called Tots to Teens.
Morleys brand director Daren Gittins said: “We’ve stocked kidswear in three other stores and it’s been very successful, particularly in Elys and Selbys [on Holloway Road in north London]. We’ll also launch kidswear in Morleys in Brixton.”
The Elys store is undergoing a £250,000 refurbishment, with a focus on introducing premium womenswear brands such as Boss Orange, Armani Jeans, Farhi by Nicole Farhi, Lauren by Ralph Lauren and Gant.
As a result of the changes, Elys will close three concessions, although Gittins declined to name them.
“We’re looking to increase own bought brands from 13% of womenswear to 23%,” he added.
Gittins said the intention at Elys was to make the store more upmarket: “We’re bringing in more exclusive and premium brands. There’s a Debenhams in town and we want to differentiate ourselves from the competition.”
Morleys, which is owned by Dreesmann, has eight department stores, mainly in Greater London. The others are Morleys in Tooting, Bodgers in Ilford, Roomes of Upminster and furniture specialist Morleys of Bicester, Oxfordshire.