Flintoff is big hit for N Brown

Former England cricket star Andrew Flintoff's tie-up with menswear brand Jacamo has scored well as it helped drive a 40% jump in half-year sales.

Flintoff has been a brand ambassador for Jacamo - part of the N Brown catalogue business - since July last year and has helped design some of its products, which he models in its catalogue and online store.

The 6'4" all-rounder's range features wardrobe staples such as jeans, cargo trousers, casual jackets and a classic three piece suit.

Jacamo, which is mainly online but has two stores in Gateshead and Liverpool, targets large men aged 30 to 45 with sizes going up to 5XL and in a choice of leg lengths.

Parent company N Brown, which also owns lingerie brand Figleaves and High & Mighty, saw a 3.7% rise in like-for-like sales in the six months to September 1, compared to a 1.7% increase in the first quarter.

However, the group saw pre-tax profits drop 4.5% to £42 million in the period after taking a £1.1 million hit on anticipated losses from its Simply Be concept stores.

Shares in N Brown surged more than 9% after the better-than-expected results were published and the company reported strong current trading, with like-for-like sales in the six weeks to October 13 up 9.4% on a like-for-like basis.

Freddie George, retail research analyst at Seymour Pierce, said: "N Brown is regarded as a well run but conservatively managed company, which has adapted successfully to the new online world focused on the growing outsize market."

N Brown reported a 4.3% increase in total revenues to £379.3 million. Online trading was the main driver of revenue growth, with internet sales increasing by 12% to £196 million, accounting for 53% of home shopping revenue, compared to 48% the previous year.

The wet summer hit ladies clothing sales which were down 2%, N Brown said, with sales of basic summer clothing singled out as disappointing. The results were the first for chairman Andrew Higginson, who succeeded Lord Alliance of Manchester, who had spent some 40 years in the role.