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Bullfrogs spawns agency by signing Yokono

Footwear and young fashion indie Bullfrogs has branched into distribution with the launch of its own agency for spring 13.

Bullfrogs, which has six stores across south London, took a stand at trade show Moda in Birmingham this week under the name Bullfrogs Agency to showcase its first brand, Spanish comfort footwear label Yokono.

Bullfrogs director Michael Ashison said he set up the agency after seeing an opportunity in the market for an indie to distribute overseas brands with high-quality products at a good margin.

“If another retailer calls me and says I should take a look at a brand I will go and look at it,” he explained. “You trust other retailers because they’ve done it themselves.”

Ashison said Yokono, which is the first brand Bullfrogs will sell to other stockists, would sit alongside brands such as Birkenstock, Hush Puppies,

Fly London and Camper because although a comfort brand, its styles have a trend-led look.  

Wholesale prices range from £10 to £30, with a mark-up of between 2.8 and 3.

For Yokono, Bullfrogs will look for both indie and department store stockists across the UK, after using Moda to reach northern retailers for spring 13 and the autumn 13 edition of Pure London to connect with southern stockists.

Ashison said Bullfrogs would not take on any more brands for spring 13 but that he was in talks to represent two clothing brands, an accessories label and a footwear brand from autumn 13.

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