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The Guardian - UK
The Guardian - UK
Business
Sarah Butler

The Next wave: how the clothing retailer spread its wings and made sales surge

Next Made United Kingdom Richard Chamberlain Bath Body Works Gap United States Victoria Secret
Next has been focusing on larger, better-located stores but it is online sales, especially of third-party brands, driving growth
Next has been focusing on larger, better-located stores but it is online sales, especially of third-party brands, driving growth Photograph: Keenretail/Alamy

Whatever Next? One of the UK’s largest clothing retailers is shrugging off its rather dull image and spreading its wings internationally, even as many high street rivals suffer.

You may think of Next as a place to buy reliable work clothes, a nice cushion or to kit out the kids – it is the UK’s biggest children’s clothing seller. However, it has quietly been morphing into something much bigger.

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