FASHION-CONSCIOUS younger shoppers were today credited with leading a trading revival at south coast-based department store operator Beales.

But not in Winchester, which alone among Beales' 12 stores is reckoned to be too fusty to warrant trendy labels such as Miss Sixty and Oasis.

Such young fashion brands are deemed surplus to requirements in the ancient city's 20,000 sq ft Brooks Centre store, where 40 people are employed, which is sticking to a tweaked traditional range for older customers.

Allan Allkins, the chief executive of the Bournemouth-based answer to Marks & Spencer, said: "We have introduced young brands into all our stores where it suits the customer base.

"In Winchester our base is

30-plus. These labels are aimed at the 15-year-olds to people in their mid-20s, and we felt it wouldn't be appropriate for a store that small.

"We have changed our offer in Winchester, we've made it more contemporary.

"Women of 55-60 don't want to dress of that age, they want to dress in a younger way and that's what we have tried to reflect.

"Winchester is working very well."

Elsewhere, the group said the trendy brands had contributed to sales lifting 1.4 per cent during the seven weeks to October 30.

This increase marked a turnaround from the 1.4 per cent drop in the six weeks to June 12 and led Beales to forecast annual profits a touch above market hopes.

Mr Allkins said Beales was beginning to see the fruits of its business plan following cost savings and a tight control of stock.

Although trading remained "volatile and challenging", he said womenswear had performed better than expected in the autumn season, while promotional deals had lifted sales of homewares.

"While it is early to read too much into this improvement, it is certainly encouraging," Beales said in a statement.

Seymour Pierce analyst Rhys Williams said the upbeat statement meant he was lifting his estimates for profits during the year to October 30 to £100,000.

Previous forecasts were for losses of £500,000, although he warned the company was "running very hard to stand still".

Mr Williams added: "Beales remains in a difficult situation, operating a mixed bag of stores in a competitive market place and without a strong brand to help carry the operation."