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Exclusive: Another brand sets it sights on Firetrap stockists

Another brand hoping to fill the gap left by Firetrap has been launched on a short-order basis for spring 13.

Cold Heart, which was unveiled to stockists at tradeshow London Edge on Friday (January 25), is a women’s young fashion collection comprising 25 pieces of jersey and knitwear and will be available to stockists from March onwards.

It comes hot on the heels of new menswear brand Rack and Ruin, created with a similar objective.Cold Heart is aiming to do the same thing in the womenswear space.

The brand, which is owned by clothing company Fresh Cargo, has been created Rebecca Gray, who also owns girlswear brand Flip Flop and Fangs, and is aimed at women aged between 21 and 35.

“We researched our concept with more than 300 young women and 50 of our retailers. They wanted fair pricing, good quality, fits that were not exclusive and something original,” said Gray.

Wholesale prices for Cold Heart range from £8.50 to £18.

In October, Drapers revealed that Sports Direct was to start selling Firetrap in its own stores for 75% less than wholesale stockists could offer.

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