Discount clothing chain Ethel Austin is being axed after 70 years on the High Street and shops rebranded under plans revealed today.

Branches in Dudley, Sandwell, Walsall, Birmingham and Rugeley are among 90 nationwide that will close down and be relaunched under the new name, Life & Style.

Twenty new shops will be opening, creating hundreds of jobs in areas including the Midlands.

Life & Style is the company which rescued the shops when Ethel Austin fell into administration for the second time in February.

Bosses today described the loss of the long-standing High Street name as “sad”, but say the rebranding was necessary to take the company forward.

Wayne O’Reilly, head of merchandising and marketing at Life & Style, said: “We are taking all the existing staff with us and this is an exciting new era for the company.”

Closing down sales have been launched at all Ethel Austin shops although a final trading date is not yet known.

The company said shops will close for no more than three days while they are refitted and all branches will be rebranded by Christmas.

More than 120 Ethel Austin branches were shut in February when the retailer went into administration.