Sports and fashion retailer John David Group is to drop four fascias as it streamlines its fashion business to attract older customers and be more appealing to women.
AV, Boxx, Cobra and Pure Woman will be phased out as the retailer concentrates on its Size?, Athleisure and Open fascias.
Most of the brands being phased out will be converted into Size? or Athleisure, resulting in few closures. Cobra will disappear by the end of this year, Pure Woman by mid-2004 and Boxx and AV by the end of 2004.
The decision is the result of a restructuring exercise to bolster JD's fashion business - a potential growth area for the retailer, following poor results from its sports division.
Recent interim results saw John David Group fall£5.6 million into the red as it struggled to integrate the First Sport chain it bought last year. Sales rose to£209 million from£204.8 million a year ago.
Richard Percival, newly-appointed managing director of the fashion business, said that when he joined in July his team had considered starting with a fresh fashion fascia.
This idea was dropped when research revealed its Size? chain was 'on the dot', according to its customers.
'We had a fashion formula that was very well received, especially in the South, so we decided to build on the principles of Size?,' said Percival.
By concentrating on its three successful fashion formats, the retailer hopes to reposition itself as the 'most influential footwear-led retailer for the urban individual', said Percival. The target market has also shifted to include more women, as well as an older age group aged 22- to 25-years-old.
Percival said fashion could potentially represent a third of sales in five years.
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