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Move upmarket reaps rewards at Signature 2

Young fashion indie Signature 2 has notched up a 12.5% increase in sales to £1.85m after the Aberdeen business was rebranded and relaunched 12 months ago.

 The 1,000 sq ft store began life in 1986 as Attitude, but last year it was rebranded to Signature 2, becoming a sister store to designer indie Signature. The stores are located on opposite sides of Union Street in the city’s West End.

Signature 2 sells mainstream and young fashion brands including Hackett and Ted Baker. Signature, which has traded on Union Street for 20 years, sells brands including Hugo Boss, Polo Ralph Lauren and Sand.

Owner Patrick Ritchie said Signature 2 had been boosted by the store revamp and a buoyant local economy. “There is no doubt that the boost which the oil industry gives to the north-east of Scotland has helped our business,” he said.

“But the high increase in customer numbers and sales at Signature 2 goes beyond that, and shows our decision to change the emphasis of the store and draw in more aspirational customers was the right one. We redecorated Signature 2 to emphasise a casual and lifestyle experience and develop our customer base.”

A major revamp of the Signature store is planned for January 2010 to update and reformat the layout, and there are also plans to launch a transactional website.

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