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Basler launches premium range

Mainstream German womenswear brand Basler will introduce a premium collection for spring 10 to help expand its customer base.

The MYBC label has been developed to target a more contemporary distribution channel and to reengage Basler with existing customers who in recent seasons have upped their offer. In the UK, the MYBC brand will be sold by fashion agency De Keyser which also handles sales for premium labels including Rock & Republic and Evil and womenswear brand Bailey 44.

MYBC is a rebranding of Basler Collection, which launched in spring 09, initially as a trial.

“Having trialled the new collection throughout Europe, the launch of MYBC is going ahead with confidence and significant investment, knowing it has already demonstrated success,” said Christian Lawaczeck, managing director of Basler UK.

Retailers already on board in the UK include Harrods, Hoopers and Angela Beer in Stockport, plus department store Brown Thomas in the Republic of Ireland.

MYBC’s younger and more up- market focus is articulated through a collection which ticks more trend boxes than the mainline. Fabrics will be more luxurious, silhouettes more body-conscious, and there will be an emphasis on separates and accessories. Among the brand’s most successful categories in terms of sales during the trial was outerwear, which according to the brand had an 85% full-price sell-through.

Prices are about 25% higher than the main brand, which is also being rebranded to become Basler Black. At retail, trousers will range from £169 to £249, tops from £99 to £200, knits £200 to £300, and outerwear from £350 to £500.

MYBC’s first phase for spring 10 will be available from De Keyser London fashion agency from July 6-30. Contact 020 7734 2039 for more details.

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