Fashion retailer New Look is to launch a regional test for its menswear offer in September rather than roll it out nationwide.
The retailer had already confirmed that the trial would be limited to 10 to 12 stores and managing director Phil Wrigley said: 'We talked about the opportunity to spread it far and wide, but it makes the marketing logistics a nightmare. This allows us to give it the love and care it deserves without distracting from the rest of the business.'
Wrigley said three regions are under consideration, but the Southeast will not be one of them.
New Look was due to issue a trading update after Retail Week went to press.