Menswear retailer Slaters opened its 25th store in Swansea last week and said it believed customer service was key to riding out the downturn.

The 10,000 sq ft shop is the retailer’s second in Wales. Its Cardiff store on St Mary Street will relocate to the St David’s 2 shopping centre in October. The Swansea shop is the latest to open in its new format and the retailer has also refitted its flagship Glasgow store with the design.

Buying manager Tony Links said that trade has been “challenging” but was beginning to improve. He said Slaters’ customer service levels have been important in encouraging customers to spend through the downturn. 

He said: “Service is undoubtedly a key factor for us. Our brand portfolio is also a lot better now with brands such as Penguin and Firetrap recently added to our offer.”