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Animal stalks new indie stockists

Boardsports brand Animal is looking to expand its independent stockists and reduce its product range under its new chief executive.

Speaking to the press for the first time since his appointment last week, Steve Bracewell told Drapers he would target retailers and “quality department stores” north of Birmingham.

“Independents are the bedrock of the Animal brand and, as we tend to be focused on the South Coast, we will be moving northwards, concentrating on areas around the Lake District to tap into that action sports and outdoor market,” he said.

The lifestyle brand has more than 550 accounts in the UK but Bracewell declined to comment on how many stockists it hopes to add. He is also looking to expand in France, Germany and Italy, where the label has fewer than 50 stockists.

Animal is planning to reduce the product offer for its spring 15 collection, from 687 styles this season, to “make sure we deliver products that represent Animal”.

Bracewell joined from outdoor brand Gelert following the departure of Animal’s former chief executive Rose Foster in August.

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