Ethel Austin and Au Naturale

[johnH]

getReading
New store opens today
November 27, 2009


Shoppers are in for a treat when the combined Ethel Austin and Au Naturale store opens its doors today.

The two high street names have joined forces under the same roof in the former Zavvi store in Broad Street Mall, creating 27 new jobs.

Visitors will be able to pick up everything from stylish clothing and shoes to homewares and cosmetics when the superstore opens at 11am.

There will be a variety of opening offers to get everyone in the mood to shop until they drop.

“The worlds of fashion and interiors are now so intricately linked that it makes sense for us to promote our merchandise under one roof,” said Ethel Austin marketing manager Janet Cahill.

“We are confident the new-look store will get that balance just right.”

www.getreading.co.uk

[jonbryce]

And they've just gone bust.
http://news.bbc.co.uk/1/hi/business/8504086.stm

They aren't closing down yet, but given that it is the second time they've gone bust, the prognosis isn't good.

[Yola]

I'm not surprised. The rather limited range of the instore products together with the poor merchandising and bland shop fit doesn't exactly scream success. I did look in this new shop once but it was so lacking in inspiration I didn't stay long.

[Riverside]

My post from the "New Shops Coming to the Town Centre" thread, dated 7 November 2009:

Ethel Austin. Went into administration in April 2008 and now trying to expand. Bought by Elaine McPherson, former boss of MK One, which she left when that company went into administation. I'm not sure I would trust the thermal paper your receipt will be printed onto! And a supposed fashion chain with the name "Ethel" in it's name? Hardly appealing to a lucrative market!

Damn! I wish I had put some money on it! I know it's a bit "I told you so", but this one was a bit obvious in my opinion!

[Stewart]

Poor old Broad Street Mall. It seems to be a bit of a Jonah for business on that site.......

[jonbryce]

129 stores to close. Closing down sales start tomorrow. I can't find a list of them anywhere to see if Reading is one of them.
http://news.bbc.co.uk/1/hi/business/8508910.stm

[bluesaturn]

Apparently, they will open a new concept store? Does anybody has an idea what could be meant by this?
At least, they don't close completely, right?

[Laura_Eva]

Bottom line they continue as they are but under a new name ...

Lots of housware tat, no changing rooms for clothing, but did buy a perfect summer cardi for £9 in the sale (yes I'd tried Wallis, Debenhams, H of F), which maybe won't survive first wash but who cares ?

How many Primark competitors do we need in Reading ?