French mail order firm, Redcats, whose parent company is PPR, is planning to drop the La Redoute brand name and relinquish 9 of its 21 shops as part of a reorganisation programme, French newspaper La Tribune reports quoting a company spokesperson.

Three of the outlets are located in major French shopping centres such as Le Forum des Halles, in Paris, Eurallille, in Lille and Les 3 Fontaines, in the Paris suburbs.

The funds resulting from the sale of the leases on the nine shops are likely to contribute to financing the launch of the So Redoute brand which has been tested out successfully since the start of the year at two locations, one near La Redoute's HQ in Roubaix, in northern France, the report adds. 

The 200-sq-m outlets are exclusively dedicated to women's ready-to-wear garments and fashion accessories. Redcats is planning to open 18 So Redoute shops over the next three years.     

Ten of the existing La Redoute outlets have been earmarked  to bolster the expansion of other Redcats' fashionwear mail order catalogues - Somewhere, Cyrillus and Vertbaudet -  which have developed their own retail outlets.      

Re-organisation of La Redoute, which employs around 340 staff, comes at a time when PPR is  finalising the sale of the Printemps department store chain and mulling the sell-off of cultural products retail chain Fnac.  

By Stuart Todd.