Berketex to be Littlewoods ‘St Michael’

Littlewoods womenswear sub-brand Berketex is being expanded to include menswear and home interior products and will eventually become the chain’s core brand.

The retail chain bought the Berketex brand from William Baird, the Edinburgh textiles and engineering group, earlier this year and launched it as part of its 3m advertising campaign over the summer.

Littlewoods managing director Bob Willett says he plans to use the Berketex name across the store’s womenswear, as well as menswear and selected homewear goods. It will become the Littlewoods brand name in much the same way as St Michael is for Marks and Spencer.

Currently the Berketex label is used in Littlewoods’ range of hosiery. Littlewoods picked up the Berketex brand as part of Willet’s five-year restructuring plan for the chain.

However, analysts say Willet’s decision to move Berketex into menswear is strange, as the label was formally associated with bridal wear.

Willet claims the Berketex brand is being gradually introduced to all stores as, previously, Littlewoods had a “relatively poor track record of performance improvement, innovation or operational consistency”.

Littlewoods could not confirm when the new Berketex branded merchandise would be launched. However, Willet is finalising details of the store’s 1996 advertising campaign.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here