Newspaper article The Journal (Newcastle, England)

Pound Store Image Is out, Instore Is In

Newspaper article The Journal (Newcastle, England)

Pound Store Image Is out, Instore Is In

Article excerpt

Discount retailer Brown & Jackson is looking to ditch its corporate name after more than 20 years.

The company will be reborn as Instore, whose fascia is being introduced across its portfolio of stores to replace its long-standing Poundstretcher brand.

Instore offers modern fittings and a greater focus on homewares than Poundstretcher and the brand is designed to distinguish it from "everything for a pound" stores.

It has 109 stores trading as Instore and the brand accounts for 45% of revenues, delivering much stronger margins than Poundstretcher even though its sales are only slightly better.

Details emerged as Brown & Jackson revealed that sales had recovered over the past eight weeks after it moved to a new distribution centre at Huddersfield.

The move was initially disruptive but has now enabled the firm to keep stock back for replenishing its larger stores ( something it had not been able to do in the past.

Like-for-like sales for the eight weeks to July 23 were 3% ahead of a year earlier as its garden furniture ranges sold out. …

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