Kidswear retailer Adams has made another attempt on the UK high street with the launch of its first concessions under new ownership.

Adams opened six concessions last week in independent department stores including Allders of Croydon and Morleys - Brixton.

Three more are slated to open this week and three in the first week of September, when the retailer will also relaunch its transactional website at

The openings are the first since the Adams brand name was rescued from administration by former supplier XTC Clothing.

This is the third revival for the Adams chain in as many years following three administrations caused by falling sales.

Sharad Madan, who runs supply business XTC, bought the Adams name in April after all 124 stores and 18 concessions had been shuttered.

Madan initially planned to reopen the chain’s 40 most profitable stores in time for autumn but has pushed standalone plans back to spring 2011 in favour of a concession-heavy roll-out schedule.

“Concessions are faster and more profitable to open so we are focusing on those first,” he said.

“I’m hoping to reach 50 sites by spring, which will be a mixture of concessions and stores.”

“London stores were profitable for Adams before so I will reopen some of those. I want a London flagship,” he added.

So far all the planned concession openings are for independent department stores, which also include four Beales sites, Voisins in Jersey and Atkinsons in Sheffield. However, Adams plans to approach House of Fraser about concession openings for spring.

For autumn, the concessions will stock product that is close in its styling and prices to the former Adams ranges but Madan plans to introduce new lines, such as nursery furniture and pushchairs, in time for spring.