City analysts have questioned the underlying rationale behind a takeover. The acquisition of a food-centred business would represent a departure from Baugur's previous strategy in the UK. Although they control 45% of food retailing in their home country, the Icelanders were seen as more likely to expand their presence the clothing market. Earlier this month they registered its interest in bidding for upmarket womenswear chain Hobbs, which has been put up for sale by it's majority shareholder, Barclays Private Capital.