Alexon aims for season to be cheerful

Alexon pinpointed a tough six weeks around the time of the government's spending review as like-for-like sales growth slowed to 0.4 per cent between August 1 and November 23. The figure had been 3.1 per cent higher in mid-September.

The firm admitted it remained cautious about the trading outlook but said it was encouraged by trends over the last three weeks, when sales have shown a marked improvement.

Alexon reported progress in plans to revive brands such as Kaliko, Alexon and Ann Harvey and said margins for the autumn and winter period rose by 2.8 per cent due to greater control of promotional activity.

Like-for-like sales at Dash, which is a 100 per cent cotton brand, have under-performed amid some impact from increased cotton prices and Chinese labour costs.