Alliance has completed its £191m acquisition of online retailer, N Brown.

Manchester-based N Brown, which owns brands including Jacamo and Simply Be, currently employs around 1,700 people.

N Brown agreed to the terms of the acquisition in October, after its revenue fell by 9.8% in the last financial year, which it attributed to "continued challenging market conditions” and the impact of the cost-of-living.

The deal comes after N Brown had embarked on a strategy to "transform and grow" the business, through building a differentiated portfolio across a range of brands, transforming the customer experience and growing a customer base through its existing core customer, high value lapsed customers and a "new, younger generation".

Following the agreement in October, investment director at AJ Bell, Russ Mould, stated: "N Brown has had a difficult time on the stock market over the past 10 years, losing a significant amount of value.

"It has struggled with fierce competition, tired brands, legal issues, over-estimating the opportunity for plus-sized fashion and for a while seemed to make more money from interest on customer credit than it did from selling clothes."

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