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Belstaff to tempt back indies ahead of HQ relocation

Luxury outerwear brand Belstaff is looking to regain UK stockists under a new sales boss, as it relocates its global headquarters to London from New York later this year.   

Niki Speight, who will join on April 22 to head up UK, Ireland and Scandinavian sales, said Belstaff was seeking to win back the independent base it shed in autumn 12, after being taken over by Swiss luxury group Labelux the previous year.

Speight, who was international key account sales manager at Ben Sherman, replaces Scott Mellis, who moved to Helmut Lang last month.

He said:  “Over the last two years the brand wanted to go super-premium and got rid of a lot of stockists. It was the wrong decision and we’ve lost our foothold in the UK.”

Although Speight would not specify a target number of stockists, he said the approach would be “quite aggressive”.   

Belstaff also wants to strengthen and develop its product offer across all categories, with knitwear an area of particular interest. Speight said: “Our aim is to widen the whole collection and not just to concentrate on outerwear. We need to develop our entire collection to grow as a brand.”

This autumn, Belstaff plans to relocate its global head office from New York to London, where it will also open a showroom.

Belstaff declined to comment on this move.

Readers' comments (2)

  • Lesson for many brands who disappear up their own backside. Will the stockists that were dropped by interested? I should imagine many will give Belstaff the middle finger.

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  • Certainly not the most popular move ever made by a brand who really only sell s one style garment. We shall watch wait and see .

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