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Adili snaps up Ascension

Ethical fashion etailer Adili will expand the wholesale distribution of young fashion brand Ascension after buying the label last week.
Adili acquired Ascension for a knock-down price after its parent company became insolvent.

Ascension’s previous owner Julia Hawthorn is to remain with the brand, joining Adili as Ascension’s wholesale manager.
Ascension has consistently been one of Adili’s best-selling brands, and Adili chief executive Adam Smith said the label offers an important entry price point.

“The perception is that ethical fashion is very expensive,” he said. “But Ascension demonstrates that ethical can be cheaper than the high street, with jeans selling for £50 and T-shirts for £20.”

Smith hopes to grow Ascension’s 20 wholesale accounts with independent retailers to 60 by the end of its next financial year. He said Adili would initially launch a small Ascension capsule collection for men and women by the end of next month. There are plans for a larger collection for autumn 08, with a full collection earmarked for spring 09.

Adili’s own label, led by creative director Sim Scavazza, will also launch in spring 09.

Adili will also continue to support Ascension’s charitable operation, which helps provide support for orphanages in India.
Adili is expected to make a pre-tax loss of £1.4 million for the year to April 30, higher than market expectations, after the acquisition of Ascension and further costs in the development of Adili’s own brand.

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