Mini-chain Base is to expand its kidswear offer as it trials a move away from the “shrinking” branded menswear market.
The 10-store independent, which has menswear and kidswear stores in locations including Chelmsford, Lakeside and Westfield Stratford, will increase the kidswear offer in its Bluewater and Bromley stores on the strength of kidswear “holding up better” than menswear.
Managing director Marc Granditer told Drapers: “The [branded] men’s market is challenging and there are a lot of retailers fighting for the same market. It is difficult for us to fight with some of the bigger retailers, so we want to make ourself into a niche business.”
He added that Base, which stocks brands including Paul Smith Junior and Scotch Shrunk, plans to be a “first-class kidswear store”. New stores will have sections with more premium brands, though he declined to give details. Barbour will join its offer for autumn 12.
Base has moved menswear out of its Bluewater store and into a separate unit to allow for the expansion of kidswear. Half the store comprises boys’ clothing aged nine to 16, with the other half given over to girlswear and clothing for newborns to eight-year-olds. The Bromley store will undergo a similar refurbishment in September.