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Warehouse changes under new management

By FashionUnited

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Under new managing director Nicky Elson, high street retail chain Warehouse is planning some changes to its stores. It will streamline its number of styles, raise its top prices and develop a new store environment.

Prior to her new position, Elson was a planning director at Jacques Vert and merchandise director at Warehouse for seven years until 2000. She also worked for Jaeger. Her return coincides with the launch of the chain's new storefit at its flagship on Argyll Street in London, the re-opening of which took place less than two weeks ago. "It's a good business with solid brand integrity. I want to keep it evolving but keep it unique in the marketplace," Elson told Drapers.

The chain is trying out higher-priced items in four of its stores. Don McCarthy, chief executive of Shoe Studio Group, said that the business would trim its current product base and would increase its "wow factor" pieces. "There's been price deflation in the high street and we will have to revisit some of our entry prices, while offering more design and quality pieces at the higher end. But the core pricing will stay the same," he told Drapers.

Further to the question of pricing, the made-over look of the Argyll Street store features raw brickwork, concrete and stainless steel and metallic wallpaper design. Some of these features would be rolled out to 73 stores and 173 concessions, said McCarthy.

Elson is the replacement for Hilary Riva, who left the company when The Shoe Studio Group bought Warehouse's parent company, Rubicon, at the beginning of this year. She will run a team of seven directors, including buying, design and production director Sue Vyse and creative director Lucinda Lee. Elson will also be responsible for overseeing Warehouse's expansion in the Republic of Ireland and in Scandinavia.

Warehouse