The luxury Chinese womenswear brand has arrived in the UK for autumn 12. Ian Wright reports.
Wholesale prices £48 to £612
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As a market China often feels like a thunderstorm cloud, mysterious, exciting and looming but ultimately out of reach. And it’s this sense of the unknown that allows a brand such as Maryling, which produces 1,000 SKUs per season and whose flagships sit side-by-side with Louis Vuitton and Prada in the Far East’s most upmarket shopping centres, to fly under the radar in the West.
But it seems the clouds are parting as the brand has made the opposite journey to that which many British brands are trying to undertake by launching in the UK with Flannels for autumn 12, with a wider roll-out for spring 13. The operation has all the hallmarks of a luxury business: beautiful fabrics and intricate print and pattern work, slick shopfits and huge production capacity. Normally this comes with a similarly high-end price tag but refreshingly Maryling has kept a tight rein on costs with its collections positioned as ‘affordable luxury’.
Wholesale prices range from £48 to £612 – right in the diffusion line sweet spot but with mainline attention to detail. What’s more, the brand is looking to take advantage of how reactive having its own factory and logistics support allows it to be. Chief executive Isabelle Lee explains: “We are looking at offering exclusive designs and colourways for key accounts and are in the fortunate position that we can not only be proactive but also reactive to theirs and their customers’ needs.”
Despite only being founded in 2010, don’t be surprised to see lightning-quick retail expansion in the UK too.