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

Life & Style born out of Ethel Austin

Elaine McPherson has secured an injection of funds to launch fashion and homewares chain Life & Style, born from the ashes of value chain Ethel Austin, which she rescued from administration for a second time in March.

Textile businessman Suresh Ruia, managing director of Manchester-based textile business Beamfeature, has provided a “significant” amount of cash and become a major shareholder in the business.

Life & Style was formed in March after McPherson acquired the trade and assets of Ethel Austin and homewares chain Au Naturale.

The cash injection will be used to accelerate the expansion of the new company, which consists of 91 former Ethel Austin stores. McPherson wants to grow the business to 200 stores over the next two years.

She said: “There is a huge amount of synergy between our businesses and I am excited to have such a strong retail visionary joining the team.”

McPherson, who was formerly head of defunct value chain MK One, originally bought Ethel Austin out of administration in May 2008. It hit the buffers again in February this year.

Readers' comments (1)

  • This is just Ethel Austin with a different name. Suppliers are snapping up troubled value retailers like no tomorrow, but do they really understand how to run a retail business? They think it is a short-cut to making money by selling directly to the customer but it is more difficult than that. Ethel Austin - and Au Naturale - have struggled as a business for a long time, I am not sure why this incarnation would work this time?

    Unsuitable or offensive? Report this comment

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.