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East to relaunch wholesale

Womenswear multiple East is branching into wholesale for spring 18, Drapers can reveal.

The business previously wholesaled but wound that part of the business down between 2005 and 2010 to focus on opening concessions. 

The collection of around 120 styles focuses on occasionwear, linen, printed silks and resortwear, and is an edited range from the retail collection.

Chief executive Erica Vilkauls said the decision to relaunch the wholesale arm of the business came on the back of a strong spring 17 season: “We have had an amazing spring 17 and have learnt so much about the products our customers adore: harem pants; quality fitted jeans and cropped trousers; maxi-dresses in vibrant colours, hand-block-printed tops and dresses; plus the most beautiful silk kaftans.”

She continued: “We see wholesale as a great opportunity and an area East did well with years ago. It helps us with our international expansion plans and gets the brand out to a wider audience.”

Vilkauls said the business is targeting a mixture of department store and independent stockists for the brand.

“We are targeting big players but also high-end boutiques. The brand now has very much of a boutique feel and this will fit some independents, but also department stores in the UK and internationally.”

Wholesale prices have yet to be finalised but will range from around £16 for jersey T-shirts to £180 for coats.

East will be exhibiting at womenswear trade show Pure London next month and has a pop-up showroom in Fitzroy Square.

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