Littlewoods plans return to advertising

Littlewoods Stores is expected to return to above-the-line advertising late next year once an overhaul of its clothing offer has been completed.

The Barclay brothers-owned retailer does not have an advertising agency.

Littlewoods marketing director Matthew Stead says: “Advertising is something I would consider when I think it is appropriate for the business.”

This is not likely to be until late next year, after it has relaunched its menswear and lingerie ranges, scheduled at Easter. New sub-brands are being created for both ranges. These are thought to include Sentiments for lingerie and West Rock for men.

Littlewoods has already revamped its womenswear offer around four sub-brands: Berkertex, B Casual, Classics and premium range Vie de Mode.

It is also trialing a ski and snowboard range, called Dare 2 Be, from outdoor clothing company Regatta. Concessions from Adams Childrenswear and Cargo Homeshop and a food offer from Iceland are also being trailed in a limited number of stores.

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