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Alexon acts to halt sales slump

Mainstream womenswear retailer Alexon Group is to expand its Pure Dash sub-brand and roll out new shopfits for its Dash and Eastex fascias in a bid to reverse falling sales.

The group reported a 5.4% fall in like-for-like sales in the 19 weeks to June 12, led by declines at Ann Harvey, Eastex and Alex & Co. Its Kaliko, Minuet Petite and Dash fascias all experienced a rise in like-for like sales.

Alexon launched Pure Dash in April as a 20-piece loungewear trial collection, with similar prices to the Dash mainline but targeting younger consumers. It went into 30 Alexon stores including Dash standalones.

The collection will grow to 30 pieces for autumn 10 and Alexon plans “significant growth” for spring 11, both in terms of collection size and store presence.
Alexon will trial a “light and airy” shopfit for Dash from July in its standalone store in Marlborough, Wiltshire and its concession in Austins of Newton Abbot in Devon. The shopfit will emphasise the brand’s outdoorwear strengths.

The group will also launch a higher-end shopfit for classic chain Eastex next month, starting with a standalone in Bath and a concession in House of Fraser in Newcastle upon Tyne.
The shopfit will promote a stronger focus on customer service with separate consultation rooms, and will be rolled out if successful.

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