Trading brands


Brand
Overview and customer offering	Lewis sells a range of household furniture, electrical appliances and home electronics. The smaller format stores offer customers key merchandise lines, with the full range available on the electronic catalogue.	Retailer of electrical appliances, sound and vision equipment and selected furniture. The chain offers exclusive branded merchandise which is differentiated from Lewis to create a distinctive electrical goods brand. The electronic catalogue is used extensively to merchandise the full furniture ranges.	New chain aimed at customers requiring more upmarket furniture and who have a need for in-store credit facilities. Focus on differentiating merchandise through exclusive ranging of more aspirational yet still traditional furniture.
Target market	LSM 4 to 7	LSM 4 to 7	LSM 7 to 8
Store profile	454 stores	107 stores	21 stores
Location strategy	Located in main streets and town centres, with limited presence in shopping centres. Conventional stores average 400 m² and the smaller format store 250 m² targeting high traffic areas.	Stores average 150 m² and are mainly situated in high traffic areas with high trading densities.	Stores average 400 m² and are currently located mainly in metropolitan areas. New store openings will focus on main streets and town centres in rural areas.
The retail brands are supported by Monarch Insurance, the group’s short-term insurer, which offers a range of short-term insurance products to customers purchasing merchandise on credit. Insurance cover is provided for the settlement of customers’ outstanding debt in the event of death, permanent disability, retrenchment and the replacement of goods as a result of accidental loss, such as fire, theft or natural disaster.