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Daks targets 60 accounts in UK wholesale relaunch

Luxury heritage business Daks is returning to the UK wholesale market after a two-year absence with more premium styling in its latest collection.

Daks stopped wholesaling in the UK after its spring 09 collection to focus on a brand revamp. At the time it had 40 UK accounts. However, Daks now wants to sign 60 high-end department stores and indies for its spring 11 collection, which will be sold from next month via its new UK agent, Claramoda.

The spring 11 collection has a stronger focus on the brand’s British heritage. Daks head of licensing Nick Bell said: “The profile was a bit too classic and staid so we’ve focused on tailoring and brought in more luxurious, heritage fabrics but given it a younger styling.”

Daks has ramped up design with more detail such as a heavier use of the signature Daks check on linings and cuffs. Wholesale prices have stayed broadly the same as in spring 09, ranging from £19 for a basic polo to £110 for top-end outerwear.

Claramoda agent Nayla Moussalli said: “Daks used to sit alongside older, more mainstream brands and we now see it sitting with contemporary premium brands such as Burberry, Polo Ralph Lauren and MaxMara.”

Daks has about 250 accounts in Europe and three standalone stores in the UK.

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