HIGH street retailer Littlewoods has made Ashford a part of its multi-million pound make-over.

In a bid to avert the sales crisis facing WH Smith, Sainsburys and other big name retailers the clothing chain has gone back to the shop floor to ensure it is offering optimum quality and style to consumers.

Littlewoods chief executive Mark Newton-Jones was at the at the Ashford store's relaunch on Tuesday. He said: "This is about Littlewoods going back to its roots.

“It's a restyle and a redesign of the business. Children's wear and home wares were taken off the shop floor in 1998, bringing them back reintroduces our whole product range."

No stranger to success on the high street, Newton-Jones joined Littlewoods from the Next stable and he will be hoping this product rethink will mirror the growing popularity of Next.

After chatting to some of the 200 shoppers who queued to enter the new-look Ashford store Mr Newton-Jones said: "The product is king. Obviously we look at our competitors and what's happening around us, but we want the public to come and see our new ranges and see that they are getting more quality for their money. There is greater styling and more finishing, greater value for money."

Acknowledging the problems besetting high street neighbours and the increasing threat to established retailers from in-town shopping centres, he added: "We need the Marks & Spencers of this world to be firing on all cylinders and performing well. They bring people into the high street and that is good for all business."

Early next year the chain's Maidstone store will be trading against the Fremlin Walk development and this may accelerate the case for the Maidstone shop will join a second wave of refurbishments.

But for now Newton-Jones is happy to endorse the success of current investments.

"Sales are up and the refurbished stores have seen several days’ takings cashed within hours of reopening, so I am delighted with progress so far."