N Brown will give its plus-size fascia JD Williams’ womenswear collection a more contemporary makeover in a bid to boost sales to older women.
Speaking to Drapers as the home shopping group announced an 8.5% increase in sales for the 19 weeks to January 12, N Brown chief executive Alan White said older female customers wanted more fashionable product and that it is a key area for sales growth in 2013.
“We started some work in the autumn to make our JD Williams offer a bit younger and more fashionable, and we want to continue,” he said.
White added that JD Williams is not targeting a younger customer but will incorporate younger, trend-led detailing, including peplum skirts and dresses, and brighter colours.
It is hoped the changes will accelerate growth at JD Williams, which accounts for about 40% of N Brown’s overall business, from low single digits to mid single digits over the course of the year.
White is due to step down as chief executive in the second half of the year.