Basler is to discontinue its premium MYBC collection and rebadge its eponymous mainline in a bid to drive the German mainstream womenswear brand upmarket.
Basler will fulfil deliveries for MYBC’s autumn 11 collection but that will be the last for the range. From spring 12 it will also label its clothing simply as Basler and do away with sub-category names such as Basler Black for its co-ordinates offer, Basler Selection for its more formal offer and Basler Outdoor for its outerwear range.
Basler creative director Brian Rennie said the decisions formed part of his plans to develop the brand into a more premium offering.
“We are having one label and that one label is Basler,” he said.
Rennie declined to provide sales figures for MYBC, which was launched by Basler in spring 10 with the aim of targeting a more contemporary distribution channel, but said it had been “popular” and that the decision to axe it bore no relationship to its sales performance.
Rennie said he hoped that most of MYBC’s 60 UK stockists would stock the new Basler collection from spring 12.
In the UK Basler has 180 stockists, four standalone stores, nine shop-in-shops and 12 concessions.