Originally founded in 1912, Blue Inc, as it is known today, is a leading high street fashion retailer catering to men, women and teenagers. They originally only sold fashion for the young male market but they rebranded themselves in 1997 to become the unisex high street retailer that we see today. They now have 205 stores nationwide and are still expanding. One unique selling point of the brand is that they stock 90% of fashion from their own label. This means that they are able to offer exclusivity on their products and offer customers items they cannot get elsewhere. However, they also stock some top designer brands such as Ben Sherman, Crosshatch, Police, Diesel and BC London. Their fashion range is youth inspired and fashionable. They sell a range of jeans, jackets, casual clothes, evening wear and T Shirts and always aim to make sure their stock reflects current trends.