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Drapers Fashion Summit: Karen Millen aims to double international sales

Karen Millen plans to double the size of its international business in the next 5 years, following a strong year of growth.

The retailer said it is on target for international sales of more than £85 million this year. The brand is present in 35 countries.

Speaking at the Drapers Fashion Summit 2008, Karen Millen international director Sanjay Sharma said: “About 50% of Karen Millen’s sales now come from outside the UK. Our international business generates a double digit return on sales. In Russia alone this year, sales have eclipsed that of the M25 region in the UK.”

Sharma explained that to successfully expand on an international level, a company needs good brand ambassadors, strong partners, an understanding of goals, objectives and its new customer base. He said the importance of brand values and effective communication were also crucial. He added: “I’m really proud of what Karen Millen has done. The business now generates more sales internationally than its core UK business.”

For more from the Drapers Fashion Summit visit the homepage for the event with news from the event as it happens and for in depth coverage read this week’s magazine.

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