The UK's third-biggest women's fashion retailer, which recently began trials of a menswear range in a handful of stores, is developing a childrenswear offering under group development director Carl McPhail.
McPhail, who has responsibility for New Look's brand development strategy, believes there may be an opportunity for the company to seize a slice of the market by replicating the value- and style-led offering that has led its growth in womenswear. Firm plans for the launch have yet to be finalised.
The launch comes as Marks & Spencer, which has struggled in the childrenswear sector in recent years, has upped its investment in the category. The UK's biggest clothing retailer recently appointed Anthony Thompson as director of childrenswear. He joined from Gap, where he was senior vice-president, Europe.
New Look, which launched a flagship store in London's Marble Arch last month, is also preparing to unveil a cinema campaign promoting its menswear offer. Section D has created the ad. Radio ads by Radioville will also run.
The flurry of activity comes as the chain's founder, Tom Singh, tabled a £662m bid, backed by private equity group Apax Partners, to take the group private. Reports earlier this week suggested that Singh, who owns a 28% stake, would work with chief executive Stephen Sunnucks on the 330p a share offer.
The group is due to make its next trading statement on October 2. It recorded a profit of £85.2m in the year to March 29, up 37% on the previous year, but reported at the end of May that sales were slowing.
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