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Investing.com -- Zara-owner Inditex (BME:ITX) plans to expand its budget brand Lefties to France as part of its strategy to attract younger consumers and compete with low-cost rivals like Shein.
The move marks Lefties’ return to the French market after a brief presence from 2009 to 2012 when it operated two stores before closing them.
Currently focused primarily on Spain and Portugal, Lefties offers dresses priced as low as €9.9 ($11.55) and jeans at €12.99, making it price-competitive with Shein and Primark while providing a cheaper alternative to Zara, which has increased its prices in recent years.
Inditex CEO Oscar Garcia Maceiras announced the expansion during the company’s annual shareholder meeting on Tuesday, saying the company is "testing Lefties in new markets."
Established 25 years ago and originally selling Zara’s leftover merchandise, Lefties now has stores in 18 countries. The brand unveiled a new all-caps logo in May on Instagram along with its slogan "Lefties everywhere, on everyone."
The fashion giant is also expanding other brands in its portfolio. Bershka will open its first stores in Denmark, Stradivarius in Austria, Oysho in the Netherlands, and Massimo Dutti in Brazil. Additionally, the Zara Man label will launch in the United States with a store in Costa Mesa, Los Angeles.