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British heritage brand wins The Buyers Den pitching event

Country clothing brand Peregrine fought off the competition to win the first Buyers Den pitching event in London on March 18.

Six up-and-coming menswear-focused fashion brands were given the opportunity to pitch their concepts to buyers from House of Fraser, John Lewis, Amazon and agency Just Consultancies, in front of an audience. After each pitch the panel of buyers asked questions and gave feedback on their commercial and brand propositions.

Winning brand Peregrine was established by family-run English manufacturer J G Glover in 1956, but went out of production after the factory closed in the 1980s. It was revived by eighth-generation family member Tom Glover 10 years ago.

Peregrine’s core customers are men aged between 30 and 65, although it does produce a smaller womenswear collection. Its collections are dominated by knits, with every garment manufactured in England from UK fabrics.

It is distributed in more than 10 countries, including the US and Japan, and has around 80 independent stockists in the UK.

Glover told Drapers: “I find the market very hard; a lot of buyers have a huge amount of brands chucked in front of them. We do well in independents, but we’re not in any big department stores yet. This is my opportunity to put Peregrine in front of people and grow awareness.”

Juls Dawson, managing director of Just Consultancies, said: “Peregrine had all the ingredients to be a deserved winner as the brand story was rich in heritage and steeped in history.

“Its UK manufacturing base is a further asset in its arsenal, appealing to a domestic and international market, pricing architecture was well structured, and limited edition runs and attention to detail on garments were also appealing USPs. Overall the pitch was considered, informative, engaging and covered all the bases.

“It is a brand that should have a great future and overall I would expect success in further penetration into the global marketplace.”

The other competitors were silk tie brand Reef Knots, shirt brand Just Winston, contemporary menswear label Hashtag Collective, south of France-inspired men’s and women’s young fashion brand Plongée, and men’s streetwear brand Underated.

The Buyers Den was organised by the UK Fashion & Textile Association network Rise, which supports emerging fashion businesses. A womenswear event is likely to follow this time next year.

@KirstyMcGregor

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