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Berghaus unveils Ator collection in bid to boost its fashionability

Outdoorwear brand Berghaus is bumping up its fashion credentials with a new trend-led collection for autumn 07.

The business has also bolstered its senior team with a view to increasing distribution in the UK and internationally.

The new collection, called Ator, will include jackets, soft shells, legwear and basics for men and women. Footwear will join the range for spring 08. Prices for the clothing line will be between £25 to £150.

Rebecca Charlesworth has joined the brand in the new role of head of clothing, moving from Reebok, where she was European category manager. Owen Smith has been appointed international product manager, joining from Henri-Lloyd, where he was head of product.

Head of marketing Sarah Wilson said the new roles would help Berghaus, which is sold in the likes of Blacks and Millets, to set up and expand its international and domestic distribution. "Ator is a bit of a departure for Berghaus, but we wanted to create a more aspirational range that would have a much greater focus on fashionability, while still maintaining technicality at the core," she said. "There is more style, it is more collection-based and it will open up the brand to a younger audience."

Ator will sit alongside Berghaus's trekking and extreme ranges, and will replace its mountain sports collection. Wilson added that the brand was hoping to put Ator in existing stockists, as well as new accounts.

Berghaus has about 850 stockists in the UK for its clothing and footwear ranges.

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