With the global recession retailers are really suffering with many closing stores and making cut backs of one kind or another. Plus size fashion retailer Casual Male XL has been no different as sales dropped by 11% during the 2009 financial year. However, with a well managed inventory and controlled profit and loss, their sales rose towards the last quarter.
Another reason for the success of Casual Male XL is that not only have they bought attention and kudos to the plus size fashion brand itself by creating a store for a specially targeted audience, it has won admiration from customers who love and support the brand.
As part of this success Casual Male XL has been testing new formats of their merged Casual Male XL and Rochester stores and has concluded that the company and its customers would benefit greatly from a more extensive selection of products in one location, rather than a limited selection in several locations, creating a significantly enhanced shopping experience. These new stores will be called Destination XL and will cater for the increasing need of plus size fashion for the big and tall customer. In fact, it will be the first ever super store catering to the big and tall market.
The stores will be around 11,000 square feet and include the competitively priced plus size fashion from Casual Male XL brand and the high end plus size fashion from the Rochester brand along with the value-priced BT Factory Direct, Shoes XL, and Living XL. The company will open five Destination XL stores in 2010.
Visit the Casual Male XL male website [site: http://uk.casualmalexl.eu]
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