Greenwoods Menswear is to roll out a new fascia to appeal to shoppers in less affluent areas but will maintain the same prices.
The new fascia, called Greenwoods Highstreet Outlet, aims to push a value message but prices will be identical to those in the main chain. The new fascia is currently being trialled in Blackpool and Huddersfield, and also has a more contemporary shopfit.
The retailer, which has 79 stores across the Midlands, East Anglia and the north of England, wants to increase its store count to 100 in the next two years. All new stores will open under the Highstreet Outlet fascia, but it is unclear if any of the existing shops will be rebranded.