New Life & Style owner Sue Townsend is set to revamp the Ethel Austin brand, and has confirmed to DIY Week that homewares will form part of the offer "where appropriate".
The 62 retained shops will trade under the Ethel Austin name and retain their focus on ladies wear and children's, supported by a menswear and home offer "where the customer, shop location and footage is appropriate", said Ms Townsend.

The homewares range is set to be consistent with the chain's fashion offer and will include home accessories, soft furnishings and home gifts.

Ms Townsend says she plans to re-focus the chain on its core customer base, with a strategic plan set to turn around the business, which has been saved from financial demise several times.

She told DIY Week: "The Ethel Austin brand has a great heritage in the North West. Renowned for its great basic and essential products, it was regarded not only with affection but had an extremely loyal customer base. It is my intention to re-focus the chain on its core customer and deliver that offer to its customers once again.

"I am passionate about high street retailing and believe there is still a place for this model within today's retailing community. The strategic plan will see us not just strengthen the brand though its product offer but we will be introducing good retail processes and practices and a cost model appropriate to the size of the existing chain."

Ms Townsend also confirmed no further store closures were planned and that she would soon be making key appointments to the business.