There have been so many false dawns at Marks & Spencer, it's a wonder the Met Office doesn't feature the store group on its weather charts.
Last week's profits warning from executive chairman Sir Stuart Rose made me recall better times.
As the City Editor of the Daily Express it would be wrong to ever allow personal feelings to sway my judgement.
But I have to admit a fond, albeit historic, regard for the company which makes its current predicament all the more regrettable.
It is not all that long ago that M&S was regarded as one of Britain's national treasures.
Its products were a by-word of quality, innovation, and good value. A visit to a store was high up on the agendas of every tourist's itinerary.
It's reputation went before it.
I well remember battling the crowds in its Paris store situated in the Boulevard Hausmann opposite the Galeries Laf...
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