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D.C. retailer sharpens women's focus. (Britches of Georgetowne Inc. Britches Great Outdoors for Women in Washington, D.C.)

WASHINGTON (FNS) -- After several years of chasing a young trendy customer, Britches Great Outdoors for Women, a specialty retail chain, is dramatically revamping its merchandise to focus on a more sophisticated customer.

Classic items such as double-breasted navy blazers are replacing such juniors looks as daisy-print spandex biker tights.

"We just lost our focus," said Cinny Streich, vice president of Britches Great Outdoors for Women, who was hired from Array Catalog, Beverly, Mass., in June to turn the troubled operation around. The chain is a division of Britches of Ge rgetowne, Inc., Herndon, Va.

"The division essentially became one that was catering to the ...

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