Accessories brand Knomo has relaunched its bag range to appeal to independent retailers.
The brand is targeting the premium handbag market having revamped its branding and updated the design and quality of the materials used in the 53-piece autumn 13 collection.
Knomo’s aim was to ensure each piece is as lightweight as possible, while retaining the label’s trademark functional pockets. Each bag now features a fox emblem to strengthen the “brand identity” of the range.
With wholesale prices from £9 for iPhone sleeves to £165 for leather luggage, the brand sees itself sitting alongside brands such as Kate Spade and Tumi.
Caroline Mackay, brand and communications director at Knomo, admitted it was a challenge to change the brand’s positioning in the eyes of buyers.
She said: “We want to make the move from the luggage division of department stores to the main handbag floor. We’ve found that buyers are hesitant when it comes to the functional aspect of the range.”
Knomo’s 35 UK stockists include John Lewis, Harvey Nichols, House of Fraser and Selfridges.