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Expanding Infinities eyes six more stores

Premium menswear indie Infinities is to nearly double its store portfolio after giving the go-ahead to ambitious expansion plans.

The retailer already has eight stores in locations including Warrington, Hanley in Stoke-on-Trent and Bradford and will open further stores in Bury shopping centre The Rock in November and at an undisclosed location by Christmas.

The indie, which stocks premium outerwear brand Barbour and premium young fashion brands Lyle & Scott and Money Clothing, plans to open a further four stores next year, bringing its total to 14.

Founder Martyn Sole, shortlisted for Buyer of the Year in the Drapers Awards 2010, declined to reveal how the expansion would be funded but said he would take advantage of favourable property deals in the tough economic climate.

It is understood that other young retailers have been incentivised to open in The Rock with subsidised rents and free shopfits.

Sole said: “I will continue to invest, as property prices are low, but will keep operations tight and maximise sales to help fund it.”

Sole said he aims to capitalise on the lack of premium menswear brands in areas of the Northwest. “The brands we stock aren’t really represented in the locations we’re looking at,” he said.

He said he would invest in 1,000 sq ft stores, in line with the business’s existing store sizes.

Infinities’ website will also be redesigned by Christmas in order to improve the user experience and boost revenues.

“We will be investing in the site on a yearly basis. It’s an important tool that everybody uses now; [it’s as important] as refitting a store,” said Sole.

Premium labels Dr Denim and Heritage Research will be added to the offer for autumn 2011.

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