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.