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Braintree Clothing sets sights on UK and European growth

Ethical label Braintree Clothing has unveiled a new brand identity as part of wider plans to grow its customer base through expansion in the UK and Europe.

The men’s and women’s wear brand, which has a single store in Camden, London, currently supplies more than 500 independent retailers in the UK, including fair trade shop Indigo in Oxford and womenswear store The Clothes Horse, Whitstable, as well as over 300 in mainland Europe.

It will operate under a new logo and strapline and launch a redesigned website as of February to tie in with the launch of its spring 15 collection.

Moving forward, it aims to maintain its current growth rate of 30% over the next three years and has appointed new agents in Italy, Germany and Denmark. 

Braintree bolstered its management team with the hire of former Cath Kidston marketing director, Emma Fisher, in July 2014 and Simon Whittington, former sales director of womenswear brand Mistral, in October 2014, as marketing director and head of sales respectively.

Braintree hopes this will help reposition the business as a fashion-forward brand, with collections that reflect current trends.

Founder and chief executive John Snare said: “There is a gap in the market for a more design-led sustainable brand for today’s 35-plus consumer and our new branding and evolved collections will address this segment perfectly. Initial reactions to our collections from our wholesale customers have been extremely positive.”

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