Denim brand Blue Blood has slashed its average wholesale price by 40% for spring 10 after securing investment from Hong Kong manufacturing giant HTP Group to help it grow internationally.
Blue Blood founder Steve te Pas has set up a company called Blue Blood International in conjunction with HTP Group owners Martine Mang and Joseph Sfez, who was
also the co-founder of US streetwear brand Ed Hardy.
The deal has enabled Blue Blood to shift its manufacturing from countries such as Tunisia and Italy. Some 90% of the brand’s manufacturing will now be done from Hong Kong and out of sourcing hotbeds such as China, with the remaining 10% made in Italy and Japan. Prices for the spring 10 collection will range from £38 to £58.
Te Pas said: “I want to make the high product quality we always have, at a more realistic price level for the denim market.”
Blue Blood has 400 stockists globally including 40 stockists in the UK such as Sarah Coggles in York and Sa-kis in Sheffield. Some 30% of its business is done in the Netherlands.
Blue Blood is in talks with various parties to handle its sales in the UK.