Moss Bros to ditch less appealing brands

British formal menswear chain Moss Bros is planning to replace its less efficient brands with house

labels that have a bigger appeal to customers.

As reported by the ‘Daily Mail’, Moss Bros is planning to overhaul its ranges this autumn and ditch brands that no longer appeal to shoppers. These changes are part of an ongoing turnaround strategy led by chief executive Brian Brick.

According to sources close to the company, the British men suit company will replace poor-performing labels including Blazer, Ventuno 21 and Dehavilland with more appealing ones such as Moss 1851, Moss London and Moss Esq.

“These are pseudo brands and they don’t really mean anything to anyone,’ he said of the in-house brands he intended to cut from the ranges. We want to build brand equity around Moss Bros. I want someone to wake up on a Saturday morning and think of us, not just on their list of places to go, but at the top of their list,” Brick said to the journal.

Earlier this month, Moss Bros reported a rise in sales. The group reported a 6.3 percent lift in like-for-like sales in its first quarter, led by a 115 percent surge in online sales, the company said.

On this regard, the retailer´s chief executive said the company’s focus on refitting stores and marketing initiatives would “strengthen the Moss Bros brand and maximise profitability".

“We are pleased that retail sales and margins have continued to improve, boosted by the increasing contribution from refitted stores and the lower levels of residual stock," he added.