Icon, owned by sports group JJB, is going on the expansion trail as it strives to become a destination store for men.
The business was set up 18 months ago as a property play to convert JJB's smaller high street shops, following the retailer's move to larger and out of town sites.
However, brand director John Anderson said Icon had the potential to grow as a business in its own right. 'It was a strategic move to convert small space on the high street. What we've got to do now is establish Icon as a destination,' said Anderson.
Two Icon stores will open in Londonderry and Belfast by the end of this year and a further three are scheduled for 2005.
Anderson has also hired design agency Gemonline to create a promotional Web site and CD-Rom in an effort to attract more brands.
The chain sells mainstream menswear and footwear brands such as Ben Sherman, Lambretta and Drunken Monkey.
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