Next opens standalone for lower-priced brand

Next is planning to open a standalone store for Lime, its new low-price clothing line, later this year. The move represents a departure for the retailer, which has to date resisted launching sub-brands in order to focus on its core Next product lines. The development has caused speculation in property circles that Next is plotting to roll out a value chain to rival retailers such as Primark and Peacocks.

Next confirmed that it is considering opening a stand-alone Lime store, but added that it has no plans for a chain. The company said that the outlet is being converted to Lime because the store is too small to accommodate a full Next shop. "It is more tactical at this stage," Next said, adding that it could be a one-off. However rival retailers believe that Next could be gearing up for an assault on the value sector."It looks like they are testing the market," said the chief executive of a rival chain.