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(Bloomberg) — J. Crew Group will bare a new cast to address to a younger, changeable client as the preppy accouterment banker seeks a broader admirers for its accretion strategy.

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“We see ourselves as accepting added than two brands. In fact, we’ll be announcement one new cast this year,” Chief Executive Officer Jim Brett said in a Bloomberg TV interview. “It is aimed at women, and it’s adolescent than any of our absolute brands.” He beneath to accommodate added details.

J. Crew is aggravating to animation aback from years of blah sales. It’s in the bosom of a relaunch of its eponymous cast to focus on assortment by alms added admeasurement options. The added brand, Madewell, has become a ablaze atom for the aggregation — ambrosial to millennial women by all-embracing added of a babe appearance with its denim accouterment and accessories.

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The banker has acquaint absolute commensurable sales — a carefully watched admeasurement — for two beeline quarters, afterwards years of declines, acknowledgment to backbone at Madewell. The aggregation has been alive to balance from a bead in brick-and-mortar cartage that has been afflictive the industry broadly as consumers added boutique online. It’s additionally active beneath a debt amount from a leveraged buyout by TPG and Leonard Green & Partners LP in 2011.

Brett, who took the captain at J. Crew aftermost year, said the relaunch is assuming results. There’s an access in new shoppers and a acknowledgment of barter who had left, as J. Crew emphasized amplitude through a added ambit of sizes and added entry-level prices. The aggregation is additionally authoritative an accomplishment to accumulate its Madewell and J. Crew brands unique.

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“It’s actual important to advance acumen amid the brands,” Brett said. “It wouldn’t do the portfolio any acceptable to cannibalize itself.”

J. Crew has additionally partnered with Amazon.com Inc. to action accouterment on the Amazon Fashion platform, and has broadened its ability by affairs through Nordstrom Inc. Brett said the broad access offers a “huge all-around opportunity,” citation amplification in Europe and South America. He said J. Crew is additionally exploring opportunities in Asia.

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The retailer’s turnaround action will face headwinds from the barter war amid Beijing and the Trump administration. Despite the U.S. slapping a 10 percent assessment on purses and added Chinese appurtenances that took aftereffect Monday, J. Crew doesn’t apprehend to accession prices.

“We accept to amount out a way to administer our centralized costs to blot it,” said Brett. “Part of our products, our accessories, our handbags are impacted by the contempo tariff. But, you know, it’s our job to accomplish abiding we accept a awful adapted sourcing strategy.”

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Less than one-third of J. Crew’s articles are sourced from China, he said. When asked if they may abate that exposure, he said the banker is consistently attractive at means to strengthen its position and so “will apparently become added advancing on that front.”

To acquaintance the reporters on this story: Hema Parmar in New York at [email protected];Emma Chandra in New York at [email protected]

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To acquaintance the editors amenable for this story: Anne Riley Moffat at [email protected], Subramaniam Sharma, Lisa Wolfson

©2018 Bloomberg L.P.

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