Sofa retailer ScS is introducing more upmarket brands in an attempt to widen its appeal. The upholstery chain said the move “adds another dimension to the offering”.
ScS is introducing five exclusive lines from mid to upmarket sofa supplier G Plan into ScS stores this week. Prices range from £899 in fabric and go up to the “highest-grade leather” at £2,700. It is also relaunching its La-Z-Boy reclining chairs this autumn and a new own brand, SiSi Italia, comprising five upmarket lines. Prices will start at £1,599 and go up to £2,899.
The introduction of the new lines means upmarket ranges will account for 25% to 30% of ScS’s range. Last year they accounted for 10%.
ScS chief executive David Knight said: “The new ranges complete the jigsaw. We are widening the appeal of ScS to every market.” He added that ScS was introducing the upmarket ranges only now because it had to “make sure the cost base was right” first. “Now the business is in good shape,” he said. “We’re very cash positive and we’re ahead of budget. We’re on track and looking forward to a good autumn.”
The new strategy was unveiled to ScS staff at the retailer’s autumn conference last week, in Bath.
The new ranges will be backed by a TV advertising push on channels ITV 1, 2 and 3, and a press campaign. ScS continues to sponsor ITV Daytime, which Knight said was “having a decent impact” on sales. All products will be in stores by October 7.
The 96-store chain was bought out of administration by private equity firm Sun European Partners in July 2008. At the time, Sun European Partners said it would return the business to profitability by examining ScS’s cost base, including IT, property and logistics.