They're not designed to be predators. But sometimes a sub-brand ultimately does a flagship more harm than good. The theory is often sound: create a new brand to better compete with rivals. But this is at the risk of your customers drifting to that new entity, especially if it was developed as a cheap alternative, and subsequently abandoning the original On today's episode of Retail Redeveloped we dive head first into Sub-brands who are outperforming their struggling flagships.