UK: Alexon To Trial New Men’s Wear Chain

Style Holdings, the men's wear division of Alexon, is to trial a new chain of shops from next month. The new shops, called Zink, will sell value for money men's fashion wear for the 18-35 age group, designed primarily for the club and casual scene. Two former Dolcis stores in Derby and Doncaster are being converted into Zink shops for the trial. If they are a success, the chain could be launched nationwide. The move follows the success of the company's Envy chain of men's wear shops which sell young "aspirational" brands. David Gee, managing director of Uxbridge-based Style Holdings, said Zink is aimed at the value for money market: "We felt there was room in the market for something more value-orientated." Meanwhile, Alexon has launched a new label for women called Alex & Co. The brand is aimed at the career woman aged 35-50. Alexon says Alex & Co will sit alongside Alexon which will continue to appeal to its existing classic customer. The company hopes Alex & Co will appeal to a new, more contemporary woman who may not have shopped with them before.