N Brown restructures monthly mailings to promote new ranges and boost profitability

Mail order group N Brown hopes that a mailing push to bring new and more fashionable ranges to customers more often will boost profitability.

Following disappointing sales, N Brown is restructuring its monthly mailings to include new products, rather than re-marketing existing products.

From March, about 15 per cent of products featured each month will be new, said chief executive Alan White.

In the 20 weeks to January 18, home shopping sales rose only 1 per cent, hobbled by a 3 per cent shortfall in sales of its core ranges for middle-aged consumers, and a below-par performance from clothing and footwear.

There were strong performances from the newer Simply Be and Home Essentials ranges.