Alexon has seen a sharp fall in sales with like-for-like sales for the 17 weeks to June 13 down 10.5 per cent.

Alexon said that trading conditions had remained challenging over the period with consumer confidence still poor. Greater promotional activity has also made a small negative impact on margins. 

The fashion group, which owns chains including Eastex, Ann Harvey and Dash, placed its fashion chain Bay Trading into administration in April. It said that this had helped give the group financial certainty and that the impact of the administration was “minimal and short-lived”. It said it was working comfortably within its banking facilities.

Eastex and Dash had performed well the group said over the period with a new transactional website successfully launched for its specialist petit brand Minuet. Ann Harvey had a more difficult time and suffered from a major sourcing change and old stock clearance.

It has also planned a new strategic approach for its Kaliko and Alex & Co brands for their next season ranges as the brands have also been trading poorly.  

It added that its investments in improving ranges and products together with new business opportunities in the autumn would offset the impact of a continuing challenging environment.