CLINTON Cards has emerged as a casualty of the severe winter weather after revealing yesterday that its profits will be significantly short of City hopes.

The retailer said like-forlike sales dropped two per cent in its Clinton Cards shops in the five weeks to January 2, while its Birthdays brand experienced a 1.5 per cent decline.

The shortfall, which will impact annual results for the year to July 31, adds to the pressure on the chain after its profits slumped from £24m in 2008 to £13m in its last financial year.

The recent downturn in fortunes has prompted the company to unveil plans to update the look and feel of its Clinton stores, including a new logo, revamped shop fronts and redesigned uniforms.

Work on the overhaul is still taking place, but Clinton bosses said yesterday that it was on the brink of unveiling a new website encompassing the updated branding and features, such as personalised card and gift services.

Chairman Don Lewin, who founded the business in 1968, said the impact of the weather on pre-Christmas sales was very disappointing, but added that the company believed it had the right strategy to lead a turnaround.

The business has 649 Clintons stores and 161 outlets under the Birthdays brand.

There are also 14 Birthdays stores in Ireland.