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Chilli duo set up consultancy

Alan and Katherine Strang, founders of supplier Action Apparal, which owns young fashion brands Chilli Pepper, Chill Red and Chilli Couture, have sold their interest in the business to set up a consultancy called The Brand Forum.
The Brand Forum will offer help to retailers looking to develop their own brands, assist brands who wish to broaden their offer, and will also give indies the chance to buy into three ranges which the Strangs have created in conjunction with an in-house design team.

Alan Strang explained: “We felt that with the market being how it is, our brand-building expertise could help both brands and retailers who wish to target their customers with something different or more focused.”

“We also wanted to keep creating our own brands, so we have launched three ranges for wholesale; a casual and denim range called Silver Stitch, a glam party collection called Sequins and Pearls, and a more deluxe offering, Silk Rags.

“These collections also provide a springboard for retailers who want to formulate their own in-house brands as they give them an idea of what we can create.”
As well as developing in-house brands for retailers wanting to offer a point of difference – the Strangs have already been in talks with young fashion chain Republic – The Brand Forum will also work directly with brands to help them develop their collections.

“If a womenswear label wants to branch out into menswear, or a clothing brand wants to launch footwear, we can help create the collections,” said Alan Strang.
Action Apparal is owned by fashion group FEC, which also owns Faith and Envy. As Drapers went to press, Action Apparal was unable to comment on its future strategy.
For more information on The Brand Forum, call 01564 770986 or log on to

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