The Next wave: how the clothing retailer spread its wings and made sales surge

From snapping up labels to growing its fanbase overseas, Next is dusting off its dull image while increasing profits

Whatever Next? One of the UK's largest clothing retailers is shrugging off its rather dull image and spreading its wings internationally, even as many high street rivals suffer.

You may think of Next as a place to buy reliable work clothes, a nice cushion or to kit out the kids - it is the UK's biggest children's clothing seller. However, it has quietly been morphing into something much bigger.