Morgan favours French roots

High street fashion chain Morgan is going back to its roots for autumn. It's French roots, that is. The group has revamped its autumn collection to place more emphasis on sophisticated fashion. Morgan's chief executive Simon Bentley stated: We can't compete on price so we have to shout louder about our niche." Key pieces from Morgan's autumn collection include a ruffle front high-neck blouse, a maxi military coat and a cable-knit jumper dress.

The young fashion retailer is also rolling out a refurbishment programme to refresh stores ahead of more openings. Its Brent Cross and Trafford Centre shop have recently been treated to the new look and Bentley said more refurbishments would follow by the end of the year.

Morgan recently opened a store in York and a Debenhams concession in Oxford. Three of four more concessions will open in Debenhams this year. Bentley said the company was on the lookout for more stores of between 1,400 sq ft and 1,600 sq ft and that the young fashion retailer was considering introducing a transactional website. Morgan has about 20 company-owned stores, 45 franchise stores and 45 concessions in department stores including Debenhams and House of Fraser in the UK and Republic of Ireland.