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IRISH fashion retail chain Pamela Scott has announced the launch of a new store in Dublin's Henry Street – the fourth since it successfully exited the examinership process earlier this year.

It is the second Pamela Scott store in the city centre – the original outlet in Grafton Street opened in 1976 – and has created 12 jobs.

Parent company Flairline also owns Richard Alan, Lisa Perkins and Ashley Reeves stores. The group is owned and run by the Barron family. They employ around 300 people in Ireland.

Owner Scott Barron said: "The secret to our success is that we have focused on diversification over the past few years while keeping an eye at all times on the bottom line.

"We have also expanded our offering from garments-only to shoes and a full range of accessories, and this helps keep our business going in these tough times."