CC, the chain formerly known as Country Casuals, opted for abbreviation in 2005, apparently to dispel the widespread idea that it was “completely clueless” about trends and assert that it was instead the epitome of “contemporary chic” for women in middle and later life.

This market positioning is currently of benefit to CC. While other stores suffer from the effects of two more C-words - credit and crunch - CC is expanding, as it announced last week. There are plans for nine more shops, which would bring the total to 240.

This growth spurt follows the investment group Dawnay Day's acquisition in January of Austin Reed, of which CC is a division. Management appears to be calculating that the mature clientele of both Austin Reed and CC - people mostly not encumbered with massive mortgages - will continue to spend.

CC's spokesmodel, Jane Seymour, the 57-year-old actress, embodies this baby-boomer affluence. One poster shows her in a zebra-print dress (£140) from a range called Wisteria Lane, which recognises that Desperate Housewives is this demographic's Sex and the City.

It is necessary to travel outside London to observe whether would-be Jane Seymours still have the appetite for something new. The capital has only CC concessions, no stand-alone shops, most of these being in market towns selected for such features as high-quality delis and antique shops.

This month I came upon CC in Penrith, Cumbria, where the other retail highlights include Arnisons, a ladies' and gents' outfitter that was established in 1742. My husband was less surprised to see me step back into this relic of fashions past than into CC, a company set up in 1973. “It's not really you, is it?”, he asked, alluding to Country Casuals' reputation as the dowdiest outfitter any time, anywhere. I told him that the CC name was shorthand for change.

My first impression was that the CC set go to weddings a lot: there was a variety of mid-calf floral and leaf-pattern bias-cut dresses (£140-£150) in pale greens and mauves, with matching jackets (£140-£150) and fascinator headpieces (£40). All were attractive, well made and suitable. I may have found them too safe, but then I thought the Philip Treacy natural history hat sported by Sarah Jessica Parker at this week's Sex and the City premiere not outlandish at all, albeit likely to outdo the bride at a wedding.

The shop also offered everyday wear such as white linen trousers (£80-£100), a navy shirt dress (£100) and wide belts (£25). The prices were expensive for the mid-market but the service a cut above: an assistant was being very patient with a customer trying a mid-calf linen skirt (£70) - not this season's look and not me, but just what the lady wanted. CC could stand for “correctly categorised”.

The links in the chain
CC's 2006-07 pre-tax profits were £1.3 million on sales of £45.7 million.

Layout: nondescript; extra marks for smart chairs 7/10
Staff: high service ethic 8/10
Changing rooms: immaculately clean 9/10
Bags: a hint of exclusivity in the design 7/10
Overall score: clothes with a sense of occasion for those who don't want high fashion 7/10
(www.ccfashion.co.uk)

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