Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

East to expand after return to profit

Mainstream womenswear chain East is plotting a return to wholesale, the launch of standalone accessories stores and two higher-priced sub-brands, following a return to profit last year.

The expansion will be funded in part by investment from Indian retailer and manufacturer and East franchisee Fabindia, which bought a 25% stake in the business last year.

East will drop 30% of its mainline for autumn 11 to make way for a premium sub-brand with a 30% higher price point and a heritage sub-brand which will have 15% higher prices than the core offer.

At the same time, 50 stores will be refitted and it will roll out a further 20 stores and 20 concessions in the next three years.

Chief operating officer Suzi Spink said East was also planning a return to wholesale in late 2011 or early 2012. “The premium collection will open up opportunities for new wholesale partners,” she added.

Standalone jewellery and accessories stores are also planned to open next year. “Younger customers buy into our accessories so standalones would target them more directly,” said Spink.

East posted pre-tax profits of £2.1m for the year to January 31, up from a loss of £1.7m the year before. Sales rose 12% to £37m. Spink said a return to East’s ethnic handwriting boosted sales.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.