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AlexandAlexa ups its offer after successful first year

AlexandAlexa.com, the kidswear etailer, will increase its brand mix fivefold for autumn as sales rise 20% month-on-month.

The business, which stocks luxury labels including Ralph Lauren, Cacharel and Roberto Cavalli, will expand its offer to 73 brands for autumn 08, up from 15 when it launched
last September. New kidswear brands for next season will include Dolce & Gabbana, Diesel and Stone Island.

AlexandAlexa’s co-founder Alex Theophanous attributed the growth in sales to the business’s brand mix and online platform. He said: “We’re up 20% each month because we have a worldwide online licence and we offer the big, international brands and more contemporary labels such as Finger In the Nose, which wasn’t previously available in the UK.“As a parent, the idea of taking my kids into town to try on clothes is a complete nightmare. With online shopping, children can try on the clothes at home and parents can send them back if they don’t fit.”

Theophanous said he expected AlexandAlexa’s annual sales to reach between £250,000 and £300,000 and that the business had just received external investment from a City consortium to help it expand internationally. “About 50% of our business comes from the UK, but we want to step up our presence in countries such as Germany and in the Middle East by offering websites in other languages, appointing local PR firms and having a customer service infrastructure to support the international websites,” he said.

Theophanous added: “We’re bucking all the trends at the moment as our customers are not being affected by the credit crunch.” Kidswear is normally the last market to be hit by a recession as parents are reluctant to cut back spending on their children’s clothes.

AlexandAlexa is also on the hunt for a celebrity to front its new advertising campaign. Theophanous is in talks with a handful of new brands for spring 09.

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