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Mou looks to double stockists following Ugg repositioning

Sheepskin boot brand Mou is aiming to double its number of UK stockists, capitalising on Ugg having recently axed several of its key wholesale accounts.

Mou, established in 2002 by Shelley Tichborne, currently has around 14 stockists in the UK including premium etailer Net-A-Porter, footwear etailer Rubbersole and premium indie Milk in Shoreditch.

“This year there will be a lot of people who are looking for alternatives to Ugg,” said Tichborne. “So hopefully we can capitalise on that and let people know about Mou.”

Tichborne added that Mou would explore potential collaborations with designers this year for specific retailers as well as introducing a range of bags for next season.

“I hope we can grow the brand organically and I want to double the number of stockists in the next season,” she said.

Retail prices for Mou range from £59 for baby booties up to £425 for a mid-length fur boot.

Drapers revealed in February that sheepskin boot brand Ugg was to axe several high profile stockists for autumn 12 including etailers Asos and Cloggs, young fashion mini-chain Aspecto, footwear retailer Footasylum and young fashion chain USC.

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