±±¾©Èü³µpk10

Chief executive John King said it would be launching a series of offers from March, including more two-for-one promotions.

Matalan has always positioned itself as a discount retailer, but according to King, a spring marketing campaign will "upweight what we are doing in this area".

The company is also understood to have spoken to agencies about increasing its above-the-line work. Feather Brooksbank handles Matalan's media, but it does not have a creative agency.

Matalan has traditionally concentrated on mailings to highlight offers.

This 'back-to-basics' strategy will continue, but other media are expected to increase in importance.

Last month, Matalan gave its second profit warning in two months, after sales fell 5% year on year in the five weeks to January 10, despite heavy Christmas discounting.