24th Apr 09
Dorothy Perkins stores introduce other brands
by Katie Naylor
www.dorothyperkins.com
Women’s clothing retailer Dorothy Perkins is introducing labels other than its own into its stores for the first time.
Last week, Uttam London TFNC apparel brands became available at 20 Dorothy Perkins stores and on the company’s website. While Uttam London is primarily a wholesaler, TFNC is sold in some Topshop stores as well.
Walji, TFNC partner, confirmed the pilot programme, saying: “We are very excited to be working with Dorothy Perkins on this new business venture.”
The trial is similar to that underway at British Home Stores (BHS). Sir Philip Green, who is in the process of merging BHS with Arcadia (the parent company of Dorothy Perkins), has been trialling other brands at BHS and has said he would expand the introduction to other shops if the introduction is successful.
Neil Saunders, the consulting director at Verdict Research, has heralded the move as a much-needed one at Dorothy Perkins: “It has lived in the shadows within the Arcadia family and needs new interest creating in it.”
He added that although Dorothy Perkins is a well-established brand, it needs to be refreshed in order to attract more customers. “People have lost touch with it. It does not have the cachet of Topshop so if it introduced brands that are interesting it could bring more customers in.”
Thanks to www.retail-week.com for the above quotes, for more information on this article please visit their website.
www.dorothyperkins.com
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