James Lakeland is opening two standalone stores and investing in its online business as part of a “refocusing” of the brand following its exit from House of Fraser on Oxford Street in London.
The mainstream womenswear brand will open stores on London’s King’s Road and in Bath within the next three months, giving it a total of eight UK standalone stores.
“Coming out of Oxford Street has forced us to look at our business and really refocus it on the areas where we are doing well,” said designer and founder James Lakeland.
The business operated a standalone store on King’s Road until eight years ago, but closed it due to high rental rates.
“The King’s Road worked really well for us as an area but unfortunately, financially, we weren’t in a position to remain there at that time. Now we are able to go back there I’m confident that both this store and Bath will do well as they are the sort of places where our customers shop,” said Lakeland.
Meanwhile, the brand is also spending £50,000 on its ecommerce functions over the next six months, investing in search engine optimisation and online marketing.
“Our relationship with House of Fraser Oxford Street was great for building awareness of the brand but now we need to look at other ways we can reach our customers,” said Lakeland.