Giles Deacon to quadruple sales
London Fashion Week designer Giles Deacon has signed a production and distribution agreement with Italian manufacturer Castor to help him boost sales from £1 million to between £3m and £4m in the medium term.
According to reports, Giles Deacon plans to expand his collection and increase his worldwide stockist base from its current 38 stores, which include Harvey Nichols and Dover Street market in London, to between 120 and 140 stores.
“At a certain point, we took a step back and asked ourselves: ‘What do we want this business to be?’. The answer was a big business, with on-time deliveries, proper pre-collections, and a bigger distribution network.”
Castor will manufacture around 90% of Giles Deacon’s collection. The rest, which will mainly be catwalk pieces, will be made in Giles Deacon’s London studio. The first collection produced by Castor will be the resort collection, which will launch in June.
Deacon is also in talks with the Picozzi family, which owns the Castor manufacturing firm, about them taking a minority stake in his label.
Deacon told WWD.com: “At a certain point, we took a step back and asked ourselves: ‘What do we want this business to be?’. The answer was a big business, with on-time deliveries, proper pre-collections, and a bigger distribution network.”
Until now Giles Deacon has suffered the cashflow and production problems faced by many London Fashion Week designers season in season out. However, he remains one of the capital’s brightest talents and in 2006 he won the Designer of the Year award at the British Fashion Awards.
Deacon also designs a range for high street chain New Look called Gold by Giles.
Castor produced the 6267 designer womenswear range until last year. It also makes samples for the likes of Chanel, Aquascutum and Valentino.