Claire's Accessories has opened the first of its joint Claire's and Girl Heaven stores and says that sales are above expectations.
The retailer has opened two dual-branded stores, in Leeds' White Rose centre and Sutton, in the past fortnight. A third is imminent.
Chief executive Lyle Finlay said the new shops help to better serve customers.
He said: 'Some of the market research we have done has shown that the trendy teenager doesn't necessarily want to be among the pink and fluffy stuff in little girls' shops. This allows us to have the older girls shopping at the front of the store and the younger product and younger girls at the back.'
The new stores also allow the retailer to flex space more effectively.
Although the shops are dual-branded, Claire's Accessories takes up around 60 per cent of space in-store.
'We're very excited about this format. It gives us the opportunity to upsize where we are under-represented and introduce Girl Heaven. It's a winning format.'
Standalone Girl Heaven stores and concessions in Debenhams are also being tested, and Finlay said a decision on which format worked best for roll-out would be made at the end of the year.
Claire's Accessories has also appointed a new finance director.
Mark Robson, previously group finance director at Alldays, joins next week.
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