Arcadia-owned Dorothy Perkins has introduced non-own brand products for the first time as it seeks to drive its fashion credentials.
The retailer last week introduced apparel brands TFNC and Uttam London into 20 of its stores and on its website. TFNC is also sold in some of stablemate Topshop’s stores while Uttam London is predominantly a wholesaler.
TFNC partner Rudy Walji confirmed the trial and added: “We are very excited to be working with Dorothy Perkins on this new business venture.”
The trial mirrors owner Sir Philip Green’s strategy to introduce brands into Bhs. Green, who is merging Bhs with Arcadia, has been trialling new brands in Bhs and could roll them out to further shops if successful.
Verdict Research consulting director Neil Saunders said the move could be a much needed boost for Dorothy Perkins. “It has lived in the shadows within the Arcadia family and needs new interest creating in it.” He said that although Dorothy Perkins is a wide reaching and well known brand it is in need of a refresh to bring in more customers.
“People have lost touch with it,” Saunders said. “It does not have the cachet of Topshop so if it introduced brands that are interesting it could bring more customers in.”
He added: “There is an enormous amount of space that he [Green] has and it is all about using it in the most effective way. Using that space as a distribution for other brands makes a lot of sense. Green will be looking at many ways to extend its customer base and get their spend up.”
Dorothy Perkins was unavailable for comment.