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Isabella Oliver 365 to be reborn as Baukjen

Maternity and womenswear etailer Isabella Oliver will rebrand its women’s ready-to-wear collection from autumn 12, separating it from the maternitywear offer.

Isabella Oliver launched as maternitywear etailer eight years ago and created womenswear range Isabella Oliver 365 in 2009.

From August, Isabella Oliver 365 will be renamed Baukjen, after Isabella Oliver co-founder Baukjen de Swaan Arons who said: “Since 2010 Isabella Oliver 365, has enjoyed 240% growth season-on-season and we felt it needed its own identity.

Baukjen will be sold exclusively via Baukjen.com, while Isabellaoliver.com will sell the maternitywear collection only.

Retail prices range from £29 for a top to £369 for a leather biker jacket.

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