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Escada Sport plans rapid wholesale expansion in UK

Escada Sport, the sub-brand from German luxury womenswear brand Escada, has laid down plans to almost double its number of wholesale stockists by 2014.

The brand, which is stocked in 40 retailers in the UK, is hoping to grow this number to about 70 stockists on the back of strong spring 12 sales.

According to Escada Sport brand director Ilka Bennewitz the brand has “really found its focus and has enjoyed a great response to its spring 12 collection”.

The brand, which is primarily sold in indies but also stocked in Harrods and department store mini chain Hoopers, has also mooted the possibility of opening its first UK standalone Escada Sport store. London’s Marylebone has been cited as a likely location.

Originally launched in the 1980s as a sportswear brand specialising in ski jackets and tennis clothing, Escada Sport has repositioned itself as a collection focused on separates.

It is designed to appeal to women who want to mix and match different elements of their outfit from different brands. “It is about changing people’s perception of the brand to make them realise that it is no longer about huge fur ski jackets that retail for £1,000,” said Bennewitz. “We want to be seen as a brand that sits in a similar bracket to Marc Cain or MaxMara and we want independent stockists who carry those brands to see that there is a place in their stores for Escada Sport too.”

Escada Sport, which has 680 wholesale accounts worldwide, has announced that it will continue its collaboration with designer Jonathan Saunders, whose first capsule collection for the brand hits shops in November.

Saunders has committed to a pre-autumn collection, which will go into stockists around May next year, and a further resort collection, set to launch in November 2012.

Wholesale prices for Escada Sport start at £16.50 and go up to £162.

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