Department store group Beales is introducing own-label clothing and more exclusive and youth-oriented brands as it repositions itself to wider market appeal.
Chief executive Allan Allkins said private label is a work in progress.
A limited menswear offer will be piloted this autumn, followed by womenswear next year.
Allkins has completed an overall business review and developed individual action plans for the retailer's 12 stores to better target local shoppers.
The buying directorate has been refreshed to implement the makeover - which will reposition 22,000 sq ft (2,045 sq m) of fashion space - with five external recruits, including Hoopers senior buyer Nigel Coomber.
In tandem with the own-brand offer, Beales intends to move its price points upwards and away from the crowded middle market.
To attract younger shoppers, it has introduced Oasis, Warehouse and Bay Trading concessions and will add 13 new labels, including town exclusives such as Hobbs and Mexx in the Bournemouth store. A number of 'classic' concessions are being junked.
Allkins is determined to attract shoppers to Beales, but will not 'throw out the classic baby with the contemporary bathwater' and alienate its core 'middle-aged and mid-market shopper'.
For the 26 weeks to May 3, Beales' pre-tax profit was down from£2.5 million to£2.2 million, on sales up 23 per cent to£53.6 million. Group like-for-like sales - excluding the new Bentalls stores - fell 2.5 per cent.
Allkins said: 'The past six months have been difficult, and department stores have been more affected than most. There has been a lack of footfall and a tendency to delay the purchase of big-ticket items.'
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