AUSTIN Reed is rebranding its womenswear range in an attempt to reverse the ailing division's fortunes.
The company, which has its administrative and distribution centre in Thirsk, North Yorkshire, has announced plans to shorten its Country Casuals brand to just CC.
The new identity aims to reflect younger tastes in the over 40s market. Figures published yesterday revealed sales at Country Casuals remain deep in negative territory, down ten per cent for the 18 weeks to June 4.
However, the rate of decline has slowed since Austin Reed chief executive Nick Hollingworth took steps to freshen up the women's label.
This was shown in like for like sales, which dropped just six per cent, compared with 11 per cent in the previous period.
The division, which operates from 67 shops and 126 concessions, has also reduced promotional activity in order to boost margins growth.
The overall Austin Reed business fared better, with total sales up three per cent
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