We have invested £35m to lower the prices of more than 700 products, to support families with the high cost-of-living.  

The investment has been funding price reductions across all core categories from January, online and in store. Prices are being cut by an average of 15% across core and new lines of everyday family essentials, with some product prices falling by as much as 25%. This includes popular womenswear favourites across denim, leisurewear and basics, as well as menswear and kids' essentials, including baby. Bedding, bathroom essentials and home storage will also see price reductions.  

For example, women’s hoodies have been cut from £15.00 to £12.50 and boys’ hoodies from £13.00 to £10.00, while a pair of men's straight cut jeans are now £10.00 down from £11.00. Popular bedding sets have been reduced by £3.00 across single, double and king sizes.  

We've managed to cut prices for customers through a more collaborative buying and sourcing strategy introduced by our new senior leadership team and by passing on reduced input costs as inflation falls.  

This is the latest example of our progress under the leadership of our new CEO Jo Whitfield, who is driving efficiencies and improving ranges to offer customers better style, choice and value.