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Chilli Pepper fixes a new strategy

Young fashion brand Chilli Pepper has unveiled a new shop-in-shop and concession strategy for autumn 07.

Independent and department store stockists will be offered a menu of new shop fixtures and fittings, which the label believes could double sales in stores.

By autumn, Chilli Pepper managing director Alan Strang plans to have opened seven concessions in independents using the fixtures, which include window and store display kits.

The equipment is available as a shop-in-shop or for a branded area. Chilli Pepper will trial the new format in Glasgow independent Open this spring ahead of an autumn roll-out.

Strang said: "The plan is great for brand profile, but also allows us to secure dedicated areas in certain stores. It is flexible because some retailers are interested in developing a concession business, while others just want to promote brands."

Chilli Pepper, which is owned by UK distributor and manufacturer Action Apparal, has also hired two field marketing agents. Katie Greenwood from Firetrap and Sarah Woodham from Principles will look after independent accounts in the north and south of the UK respectively.

The roles have been created in a bid to increase the brand's sell-through by offering staff training, brand knowledge courses and merchandising training for its stockists.

In addition, Chilli Pepper has hired five "brand buddies" that will visit its key retailers to offer regular retail support.

The business, which opened an 800 sq ft standalone in London's Covent Garden in 2004, added that sales at the store are up 140% on a like-for-like basis. Strang told Drapers this was down to a strong product offering and good footfall in the area.

Chilli Pepper also has a standalone on London's Carnaby Street. It currently operates five independent concessions and has 350 stockists in the UK.

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