Marks & Spencer is considering scrapping its long-standing Per Una brand as part of a move to turn around its ailing clothes division.
Per Una has been one of the retailer’s most successful brands since being launched in 2001, but bosses are now reportedly concerned it has been left behind by more fashionable competitors.
They will consider ditching it as part of a review that could lead to the scrapping of other brands including Blue Harbour, Autograph and Limited Edition, the Mail on June 17, 2018, reported.
M&S’s chief executive Steve Rowe faces a battle to revive the chain’s non-food sales which have fallen since 2010 and fell 1.9 % last year on a like-for-like basis.
Per Una was originally launched as a joint venture between M&S and fashion veteran George Davies, but the retailer bought his share in 2004 for GBP 125 million.
Other brands including Indigo, North Coast and Collezione have already been ditched.
A spokesman said: “We’re continuing to review our sub-brands, some of which have lost their identity in recent years, in order to provide great value choices for stylish wardrobe essentials to our customers.”