Value fashion group Peacocks yesterday opened its first store aimed at younger women to boost its fashion sense.
The 8,500 sq ft (790 sq m) shop in Brighton will stock a range of leisurewear aimed at 25- to 45-year-old women.
Traditionally, Peacocks sold value womenswear to all age groups, a product offer that finance director Keith Bryant described as confused.
'Younger customers found we weren't offering them what they wanted.' he said.
The retailer reported an 8.5 per cent surge in like-for-like sales at its eponymous chain for the 25 weeks to September 20. At Bonmarche like for likes rose 7.7 per cent.