The product fails to stand out against the backdrop of this tired shopfit.
Per Una offers up a simple black, grey and red colour palette of knit dresses, blazers, smart shirts and pinstriped trousers. Limited Collection is here but has lost its edge from the Lily Cole-fronted days with only a spot of houndstooth, studding and some snake print. Knitwear is voluminous, and outerwear is strong with all colours and shapes, but new range Portfolio melts into the background.
With a bland shopfit of cream tiles and hoardings for the silver product rails to hang from, this is not a luxurious shopping experience. Saying that, if you are looking for smart workwear, a nice winter coat or any item of knitwear, there is plenty for shoppers to get stuck into. Covering up each cashmere item with a plastic bag for protection is off-putting, but product is neatly laid out.
Prices sit well compared with the likes of Next and are cheaper than Debenhams (in part because there’s no designer name attached), so a black knit dress with studding on the neck and front is just £40 and a simple black shift £35. Outerwear is also competitive, with a black db wool coat at £79 and a Per Una faux fur-lined lambswool coat for just under £90.
In Portfolio, cable knits are £39.50, pin-tucked pure silk tops are £35 and geometric panelled knit dresses are £45.