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Cashmere brand Belinda Robertson reinvented for digital era

Luxury cashmere brand Belinda Robertson is gearing up to relaunch with the help of new chief executive Olivia Dowie.

Belinda Robertson

Belinda Robertson

Dowie, who was previously head of business development at luxury travel company Black Tomato before her appointment in February, will focus on building the brand online.

The strategy involves partnering with ecommerce platforms. The brand is already stocked by Wolf & Badger, Atterley and Amazon. The team is in the process of building a new website, as well as refreshing the company logo.

There are also plans to extend the product lines to include ski-wear and outerwear.

At its height in the early 2000s Belinda Robertson had 50 UK stockists, as well as overseas distribution channels operating in New York, Korea, Japan and Paris.

Over the last 10 years the brand continued to operate online and with selected wholesale accounts, but in 2010 allowed leases on flagship stores in London and Edinburgh to naturally come to an end, and terminated agency agreements.

Dowie explained: “The business spent a few years reflecting internally, to regroup and clear the decks, allowing the brand the opportunity to rebuild without any legacy ties and operate a new business model that suits the digital era.”

“We believe being digital will allow us the flexibility to adapt quickly to the changing environment, and allowing us to work from a narrow base, while operating on a global scale.”

A new collection designed by Belinda Robertson herself, now creative director and chairman of the brand, will launch at the end of September.

Retail prices range from a £50 luxe jersey top to £650 for a luxury couture cashmere jumper. Wholesale prices for autumn 17 have yet to be determined.





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