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Wellgosh expands store and brand mix

Leicester men’s young fashion indie Wellgosh has doubled its ground floor retail space to 1,200 sq ft after expanding into a former kidswear store next door.

The retailer, on the city’s High Street, has moved footwear down to the ground floor and redeveloped the second floor to create space for a raft of premium brands that have been added for autumn 10 to target a broader market. These include Norse Projects, footwear brand Generic Surplus and outdoor brand Lavenham. Wellgosh also stocks brands such as Adidas Originals, Stüssy and Lyle & Scott.

The expansion and redevelopment work took two months and was completed in late June. The store’s industrial look has been maintained, with exposed brickwork and floorboards.

Wellgosh director Peter Turner said : “We were getting cramped and had been keeping an eye open for extra space.

“We needed more room to showcase the product in a better way but also because we were getting offers to stock more brands, but it had become difficult to accommodate them.”

As part of the expansion, Wellgosh also created dedicated backroom space for its website, which was previously run from the shopfloor. The 10-year-old transactional site accounts for 25% of total sales, but Turner hopes to grow this to 40% by the end of this year.

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