Fashion facelift will drive Allders revival

Allders boss Terry Green aims to put the department store group back in the black by the end of the financial year.

The revival will be driven by a massive own-label push in fashion and home.

From next week, Allders' clothing offer will be unrecognisable, as a raft of branded fashion ranges hits stores to the tune of a£500,000 marketing fanfare.

Green said: 'We have made a lot of changes in fashion with the launch of these brands, and over the next six months the big move will be into home.' He expected the 44-store chain to be 'back in profit by the end of next June'.

The fashion line-up includes own brands such as Scarlett, LBD, Zona, Aisha and Ocean Bay, coupled with younger ranges Miss Scarlett, C%L CHX, Frooty Beauty and lingerie range Honeytrap. Green scrapped all previous own-label offerings, bar Hydrogen.

The ad campaign for smart clothing brand Scarlett is being fronted by celebrity models Calum Best and Jasmine Guinness.

Green is running the rule over the home offer and has divided it into three own-brand areas - Waring & Gillow, Maples and Citie - which reflect traditional, contemporary and modern tastes.

About 12 Allders at Home outlets have received planning consent for conversion to an edited department store format, and work is already under way at Meadowhall.

Fashion D-Day is next Thursday, when the ranges arrive in stores. The launch coincides with the unveiling of the new look Arding & Hobbs, rebranded Allders, at London's Clapham Junction.

Allders has been hit by restructuring cost since its acquisition by Green's Scarlett Retail in February.