Designer debut for Long Tall Sally

Specialist clothing retailer Long Tall Sally has revitalised its offer with the launch of a designer range, and has ambitions to be profitable by next year.

The exclusive collection, by British designer Joyce Ridings, has made its debut in stores in London, Manchester and Nottingham.

Product director Louise Koser, who joined last year and has also worked for Arcadia, said the aim is to offer something special now the entire range has been improved. 'When you revamp a brand, you've got to give customers something that will make them look again,' said Koser.

The designer collection is at a slightly higher price point, with an emphasis on simple pieces. The rest of the range has been narrowed to create a cleaner brand, and a new stock management process has helped to get rid of old stock so the range is less 'confused'.

Managing director Judy Rich said this will help the company become profitable by 2004. A further 10 stores are planned in the next five years, bringing the total to 36.

In the year to July 31 2002, the retailer narrowed its pre-tax losses to£1.2 million from a loss of£1.9 million in 2001.