Town store piloting national retail idea
ST AUSTELL'S New Look shop is one of only five in the UK piloting discount sales, bosses have confirmed.
The shop in White River Place is now selling clearance lines on a trial basis.
The chain has also chosen to test the initiative at one store in Boscombe, Bournemouth, and three in Wales: Tredegar, Haverfordwest and its Murray Street branch in Llanelli.
New Look is keeping details of the move close to its chest but a spokeswoman confirmed: "The clearance project is taking place in the South West.
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"This is a trial at this stage and will be measured closely."
St Austell Business Improvement District manager Myles Ward hailed the town's selection as one of the first in the UK as a "very good initiative.
"That in itself will create interest, and another reason for people to shop in St Austell because it will not be available anywhere else," he said. "New Look is an international brand so it's very, very strong.
"Some people might say there are a lot of discount and charity shops in the town but the New Look operation is very different. It's selling out of season products which are all new and have never been used before."
Most of the discount items would only just have gone out of season, he said: "I think it's a big positive because it gives St Austell something no one else has got."
St Austell Bay Chamber of Commerce chairman Tim Atkins said it reflected the reality that all retailers, local, national or international, needed to develop in the changing marketplace.
"It's a reflection of St Austell town centre's importance that it's being used to trial retail innovation," he said.
"I'm sure all parties will be keen to see how it works out."
Ellandi, which owns White River Place, said it was not appropriate to comment at this time but it was aware of the move to offer clearance stock at New Look.
A sign in the store's window confirms that although it will be selling clearance clothes, shoppers can still order current lines online and collect them in store.
New Look opened its first store in Taunton in 1969 and now has more than 1,100 in locations including Europe, Singapore and Indonesia.
The St Austell branch was among the first stores to open in White River Place following the completion of the town centre's £75 million redevelopment scheme back in October 2009.