Mail order specialist N Brown has completed the overhaul of its fashion offer and is selling trendier product and unique collections in its spring/summer 2004 big-book and spin-off catalogues.
N Brown chief executive Alan White said the autumn/winter ranges had not 'moved the offer on' far enough, but the repositioned range is presented in the catalogues now arriving on customers' doorsteps.
'We have far more fashionable product,' said White. 'Previously, the clothing for Simply Be and Fashion World was borrowed from the core books. These now have their own identity and are younger.'
N Brown sacrificed margins to prevent a New Year stock overhang and to encourage an active customer database for the spring catalogues. It also plans to push sales online.
Group sales rose 3.2 per cent in the 20 weeks to January 16, but the Royal Mail strike, increased discounting and bad debts combined to produce last week's profit warning.
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