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Boxfresh muscles in on premium market

Streetwear brand Boxfresh has increased prices and repositioned to be more premium for autumn 11.

Boxfresh, which has 120 UK accounts including etailer Asos and department store chain House of Fraser, has dedicated about 25% of its autumn 11 collection to higher-end products such as heavy down jackets, melton pea coats and cable-knit jumpers. These pieces will be as much as 25% more expensive than Boxfresh was in previous seasons. For example, a cable-knit jumper is priced at £100 at retail.

Boxfresh is aiming to replicate the success of young fashion brands such as Fred Perry, which is stocked in both mainstream indies as well as those at the higher end of the market, such as directional indie Dover Street Market in London.

Boxfresh said it had also opted to introduce better-quality fabrics across its entire range with the use of more lambswool and waxed canvas. The more expensive fabrications will push Boxfresh’s prices up by an average of 5% to 6%.

Boxfresh managing director Daniel Morris said the repositioning reflected the fact that consumers were looking to buy investment pieces.

He said: “We have a footwear business that has a great contemporary streetwear look but our clothing was too basic and logo-driven. We’ll still use branding, but where we use it will be much cleverer.

“People are looking for longevity and a decent garment. They are looking for something a little bit different. Brands in this climate need to be doing something better than the high street.”

Separately, Boxfresh will return to retail with plans to open a store in London next year. The brand closed its final store on Shorts Gardens in London’s Covent Garden more than two years ago as a result of spiralling rents.

“The time is right to return to retail,” said Morris. “There are opportunities to be had [with rent] and it will help raise brand awareness.”

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