Arcadia chief executive Stuart Rose has called for the help of business specialists Price Waterhouse Coopers to help determine which of the group's brands should be shed and which should be kept.

Price Waterhouse Coopers will be assigned the task of assessing Arcadia's 12 fashion chains and to make discreet enquiries to determine the interest of potential buyers for the likes of Miss Selfridge, Hawkshead, Racing Green and Wade Smith.

Since his appointment as chief executive in November, Stuart Rose has been keen to offload some of the less inspiring retail chains in the group, in a bid to bring a healthy profit back to the group.

Rose is also expected to drop the less than successful Zoom Internet shopping joint venture with Littlewoods.

Indications of Rose's intentions are likely to be seen when he announces the groups end of year results at the beginning of April.