Edinburgh Woollen Mill extends multi-fascia store format pilot

Edinburgh Woollen Mill Group (EWM) has been “successfully” trialling the new store format at its Glossop store, and is now aiming to open a second in Gloucestershire in the Highfield Garden Centre where it already has an EWM concession.

The stores include its knitwear fascia Edinburgh Woollen Mill, its home furnishings brand Ponden Home and its value fashion chain Peacocks.

EWM said the store doesn’t feature the group’s younger Jane Norman fashion brand because it is aimed at a “different demographic”.

A spokeswoman said: “By developing a larger space across the brands we are able to attract a wider demographic of customer.”

It is the next step in the group’s collaboration as larger EWM stores have featured Ponden Mill or Ponden Home concessions since 2012.

EWM said it is also rolling out click-and-collect across the group this summer.

The group told Retail Week like-for-like sales jumped 5.2% in the seven weeks to December 28. Peacocks recorded particularly strong like-for-like sales up 7.1%.

The spokeswoman added: “Festive performance and sales throughout 2013 have given us increased confidence. 

“As a result, we are now looking to accelerate expansion plans in the group and open 100 new stores across the UK during 2014, this will create 1,145 jobs.  Peacocks currently has 450 stores and concessions in the UK, with 50 new openings planned this year, we’re committed to expanding our retail space both in the UK and internationally.”