Value retailer Matalan is to launch its first dedicated teenwear range in 40 stores in August.
The range, under Matalan's own-brand Spoof, will target children aged 10- to 16-years-old.
A spokeswoman said the range would be priced 50 per cent below high street prices, with jeans starting at£12 and slash T-shirts at£8. The first collection will have a predominantly American punk- inspired theme.
The launch follows a trial of teenwear in a handful of stores earlier this year and Matalan launched the new range at its autumn/winter preview event this week. The womenswear range is 'bigger and better' than ever, according to the spokeswoman.
Price points have been reviewed and now start at£6 for a pair of ladies' jeans.
Matalan last week shocked investors with news that like-for-like sales for the 13 weeks to May 31 shrank 7.5 per cent. The retailer said sales of its spring/summer ranges had been disappointing, but insisted action had been taken in time for the forthcoming autumn/winter season.
Retail Knowledge Bank research director Robert Clark said: 'Matalan has to get back on track. It's a logical move, but it's surprising they haven't done it before.'
Seymour Pierce analyst Richard Ratner said: 'They are trying to broaden their range after narrowing it.'
No comments yet