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Aquascutum plans accessories push

Luxury British heritage brand Aquascutum will take its accessories licences in house next year before building the category to account for 10% of sales.

Speaking at the Reuters Global Luxury Summit in New York, Aquascutum chief executive Belinda Earl said: “Accessories were all licensed under the previous management. Those licenses all expire at the end of 2010, so from the beginning of 2011 we are able to source and develop our accessories and that’s what we plan to do.”

Earl has run Aquascutum since it was acquired by Jaeger owner Harold Tillman in September, when he told Drapers that accessories was one of the key areas for growth at Aquascutum.

Earl said she aimed to build Aquascutum’s accessories business to account for 10% of total sales within two years, up from its current level of 1%.

Following last month’s appointment of Joanna Sykes as design director, Earl said Aquascutum was gearing up to take a higher profile, which would kick of with a refit of its Harrods shop-in-shop this autumn.

Earl said that Aquascutum had held up well during the period of transition following Tillman’s acquisition of the business from its Japanese owner Renown but declined to give figures.

“The wholesale order book is very much there for autumn/winter,” she said, adding that the brand remained particularly popular in Italy.

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