Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Amari aims to grow via forward order

Contemporary womenswear brand Amari is shifting its focus to forward order to support the brand’s expansion and better serve its customers.

Amari, which has 260 UK stockists and 60 in Europe, will continue to offer some in-season stock but now intends to o. er customers the chance to receive product as early in the season as they require.

Head of marketing Polly Webb said Amari had reviewed its working practices because lead times for short order had become increasingly tight and seasons were blurring.

The switch in focus will ensure the brand can meet demand as it expands and allow it to make deliveries promptly. It will also mean the brand can work more closely with stockists.

Webb said: “If we have the orders in early in the season we can work to a customer’s requirements, if they want a longer length or sleeve for example.”

Amari’s sister brand, Lily & Me, which targets an older customer, was set up as a forward-order brand last September, and also holds some stock in season for top-ups.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.