Littlewoods targets ladies left behind by M&S

Click to follow

Littlewoods, the retail chain owned by the Barclay Brothers, yesterday unveiled its first fashion launch aimed squarely at the Marks & Spencer heartland of women shoppers over 40.

Littlewoods, the retail chain owned by the Barclay Brothers, yesterday unveiled its first fashion launch aimed squarely at the Marks & Spencer heartland of women shoppers over 40.

Mark Newton-Jones, the chief executive who revealed the company's new board yesterday, said: "The important thing is, it is the M&S heart but it's an age they've moved away from.

"A lot of high street retailers have moved away from this age group. We will be catering for younger customers as well. As the advertising people say it's more about attitude than age."

The new ranges will be in the 120 Littlewood stores by 9 August and form the centrepiece of the Barclay Brothers' new business plan for the retail store chain they acquired in October 2002 for £750m.

Mr Newton-Jones, the former Next director who became chief executive in November, said the initiative would make Littlewoods "a natural choice" for the over-40s. "There is a growing number of shoppers aged over 40 and yet they're being presented with a disproportionately small choice of product on the high street.

"We believe that our approach is unique in seeking to address the problem, providing greater choice, style, quality and value for money," Mr Newton-Jones said.

The Littlewoods revamp has been ushered in by a new design and buying team at the company that has developed a new range at prices the company claims are, on average, 25-30 per cent better value than the high street. The range is based on four womenswear brands, 85 per cent of the company's shoppers are female. The brands are Berketex, bcasual, Classics and Vie de Mode, which will be available in 30 stores.

"All our customers want good quality, fashionable clothes at good prices. Littlewoods Autumn/Winter range delivers this and more," said the chief executive.

Comments