Fashion retailer USC is to get a £4million investment from owner Sir Tom Hunter in order to expand it's male focus.
The store, which currently offers both men and women's fashion, is planning to reduce the female side to 25% and concentrate on devolping their male ranges.
The aim is to tranform their UK outlets into male concept stores and increase the number of brand names available to customers.
USC are hoping to tailor the stores more towards their core male customers in an attempt to increase sales. "We strongly believe there is a gap in the menswear market and we're looking to fill it with the UK roll-out of the USC concept we're implementing initially in Nottingham," said Jo Bohling, UK brand director for USC.
"There is a growing need to address the issues faced by many men when it comes to fashion", she added.
"This is particularly apparent between the 25-40 age bracket where men want to go and buy branded clothing but need to go to several stores to find the right mix."
"We're trying to create a destination store where the contents of a gent's wardrobe can be found under the one roof."
USC reported a huge £8.7 million loss last year and are now hoping the changes will help get them back on track.