Sofas retailer Land of Leather is to launch incentives for key staff through a programme of options and awards once its £15 million share placing has been completed.

The incentives will be targeted at employees below board level, the retailer said in last week’s regulatory statement on the refinancing. ā€œThe exact details are still to be finalised, but the incentives are likely to be aimed at regional managers and key positions within the business,ā€ said a spokesman.

Land of Leather is raising emergency cash in response to punishing trading conditions that have sent sales into a tailspin. Investec and Kaupthing have underwritten the deal, which is only open to existing shareholders, meaning that Agilo, which was understood to have wanted to take a holding in the store group, will not take a stake.

The retailer anticipates that the share placing will raise about£13.5 million net and management has forecast that the company will record a pre-tax profit before exceptional items of£2 million for the year to August 3. The expected cash balances for July this year, following receipt of the additional equity funds, are about£14.8 million.

Land of Leather will use some of the concession space freed as a result of the collapse of previous concessionaire Sleep Depot – not all of which was subsequently taken up by new concessionaire Homestyle – to display a new range of fabric sofas.

In last week’s filing, Land of Leather reported that like-for-like sales in the six weeks to June 6 had plummeted 35 per cent and that comparable store sales for the rest of this financial year were likely to remain ā€œparticularly difficultā€. Shore Capital analyst John Stevenson estimates from management projections that there is the potential, if necessary, for a furtherĀ£6 million in further marketing and staff cost savings. The company could tolerate a 20 per cent decline in like-for-like sales next year before reaching zero cash balances.

However, he said: ā€œThe appetite for big-ticket purchases is unlikely to recover or even stabilise for some time. We see scope for double-digit like-for-like declines to continue. We would not recommend investors take part in the placing.ā€