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Crave to bump up its maternitywear chain

Leicester maternity brand Crave is planning an aggressive roll-out strategy, aiming to open four shops over the next 12 months.

The label, which already has a store on London's King's Road, was conceived seven and a half years ago as an online mail order brand under the name Business Bump. It was rebranded to Crave in September 2005 to reflect its move from straight maternity towards a more fashion-focused offer.

Director Kevin Wildman said: "We have doubled our figures each month since we opened our 500 sq ft King's Road store in February, so we are now very keen to roll out more stores across London and the south-east," he explained. "We know exactly where our customers are based thanks to our website and mail order business, so location is key for the new openings."

Wildman added that the website generated between 65% and 70% of the brand's sales at present. "Being a maternity brand, our audience is constantly changing," he said. "We are very focused on becoming a true multi-channel business."

The brand also operates a wholesale arm, supplying 70 international accounts in countries including Japan, Qatar, the US and Canada.

For autumn 07, Crave has collaborated with model Lisa B to create the Lisa B Essentials maternity range.

The 15-piece capsule collection is the first of three seasonal ranges that will only be available directly through Crave.

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