Fashion-to-furnishings retailer Laura Ashley will roll out a new brand identity following a successful trial.
The retailer piloted the branding, dubbed “spring green”, in eight stores nationwide, as revealed by Retail Week (July 13).
It will also up marketing investment in fashion, which represents 19 per cent of the UK business. Fashion benefited from reduced markdowns and tighter stock control, helping sales climb 4.2 per cent in the first half.
Laura Ashley chief executive Lillian Tan said: “I have to recognise that the market will be more competitive, so we are playing with marketing strategies.”
Pre-tax profits excluding exceptional gains rose by a third to£4 million, on group sales up 6.9 per cent to£113.9 million.
UK store sales rose 9.3 per cent to£89.2 million, but tough market conditions and cannibalisation by new stores pushed like-for-likes down 7.1 per cent.
Furniture sales, accounting for 27 per cent of the UK business, remained flat.
Tan warned of tough conditions in the second half. In the 32 weeks to September 8, UK retail like-for-likes slid 8.3 per cent.
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