Marks & Spencer is considering opening a separate chain of per una fashion stores in a bid to halt the recent slide in clothing sales, it emerged today.
The high street giant – which suffered a disappointing Christmas season – is reportedly planning a 4,000sq ft flagship store in Chelsea’s King’s Road.
It was claimed by Drapers trade magazine that if the Chelsea store is successful, further outlets are planned, possibly in upmarket locations where M&S does not usually trade.
Although a spokeswoman for the company would give no details on the plans, she said: “We are investigating the feasibility of piloting a stand-alone store. We are always looking at developing our brands.”
Per una is a joint venture between M&S and former Next boss George Davies.
It was introduced three years ago as a way of attracting younger shoppers to its clothing range, and performed well this Christmas despite disappointing overall sales at M&S.
Ian McDougal, a retail analyst at Teather & Greenwood stockbroker, said it made sense for M&S to experiment with a stand-alone format.
He said: “In a difficult period per una was one of the better performers and has provided Marks with a successful way into the younger market.
“For Marks as a whole, a few stand-alone stores alone won’t have a major impact straightaway, but could prove successful further down the line.”
Amanda Purton, of Gerrard stockbrokers, warned that although the company was right to tap into the success of per una, the brand was a good way of attracting younger customers into main M&S stores.
M&S recorded healthy growth in the per una range despite a 2.3% drop in like-for-like sales over the Christmas season, as shoppers failed to warm to clothing and homeware ranges.
Chief executive Roger Holmes blamed the fall in clothing sales – down 3% – on weakness in womenswear, particularly knitwear, coats and suits.
References: EGi News 30/01/04
