Major store at Merry Hill reopens after a makeover

Leading plus size womenswear retailer Yours Clothing has reopened its store at Merry Hill shopping centre today (Thursday September 3) after a makeover to localise its offering.

The outlet has undergone a refresh to boost the in-store shopping experience that gives the Dudley store its own fashion-led, personalised edit of the collection.

The move marks a change in how products are chosen for stores. Rather than stocking an identical range set centrally, product selection at Merry Hill will be shaped locally by the store's own manager, drawing on their day to day understanding of what local shoppers respond to. The refreshed offer will also include a number of web exclusive lines not typically available in-store.

New picks will be introduced regularly, meaning the in store offer will be refreshed more regularly than shoppers may be used to, with a different edit of the collection on the rails each time they visit.

The aim is to offer a more personalised shopping experience, fewer standardised ranges, more locally relevant fashion choices, and a store visit that feels tailored to the community it serves rather than a repeat of what's available everywhere else.

The reopened store also brings Evans and BadRhino under the same roof, giving shoppers access to plus size womenswear and big and tall menswear in one visit, alongside the newly personalised Yours Clothing edit.

The Merry Hill store is one of three taking part in the first rollout, alongside Meadowhall, which reopened on September 1, and Milton Keynes which is reopening on September 9.

A spokesperson for Yours Clothing said: "Every store has its own customer base with its own style, so giving our store managers the freedom to shape what's on the rails locally means shoppers get a selection that actually feels made for them. We're excited to bring this new approach to Merry Hill, and to see how our customers respond to a more personalised way of shopping in store.

"This is about giving our teams on the ground more ownership over the product their customers see. They know their shoppers best, and this new way of working lets that knowledge shape the experience directly."

To mark the reopening, Yours Clothing was offering free goodie bags to the first 50 customers through the door at Merry Hill today - with one lucky bag containing a Golden Ticket for a £50 Yours Clothing gift voucher.

The brand also promised other competitions on its Instagram and Facebook channels to mark the reopening.

Yours Clothing specialises in trend-led fashion for sizes 14 to 40, although has recently introduced sizes 10 and 12 across selected styles.

Founded in 1994 by Andrew Killingsworth, the business operates 93 stores across the UK and Ireland.