Robert De Keyser, the new UK and Irish wholesale agent for Basler, plans to double the mainstream German brand’s UK sales within three years, starting with its spring 15 collection.
After returning to the brand last month, De Keyser told Drapers he was “confident” he could double its sales within the next three years. He predicts spring 15 will be the first season in four years Basler’s UK sales are in growth.
Basler UK’s total revenues dropped from £14.4m in 2012 to £5.9m in 2013 in the year ending in April 2013. Its wholesale revenue fell from £6.9m to £2.7m in the same period.
Basler has 130 points of sale in the UK, as well as three retail stores, 13 concessions and two outlets. Its stockists include womenswear boutique Anne Furbank in St Neots, Cambridgeshire, Fenwick’s Brent Cross and Newcastle stores and Ambers of Amersham.
The collection, which caters to the 50-plus market and is available in sizes eight to 24, is now geared towards women living in the country, as well as big cities, “so it caters to everyone”. It features more of a sports-luxe aesthetic, with wholesale prices from £20 for a top to £115 for a jacket.
Since the collapse of his firm De Keyser Fashions in 2010, the veteran agent ran the Basler sales operations in Australia.
He took up his current role in June and remains owner and managing director of Fashion R and Jonny Drama, distributors for womenswear brands Talbot Runhof, Jovani, Scala, Mignon, Freddy and Tahari ASL.