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Etailer Closet adds London to its brand name

Womenswear etailer Closet has rebranded as Closet London and has relaunched its website to reflect the change.

A statement from the business, which targets 18 to 35-year-old women and whose vintage-inspired collection is also sold by the likes of Asos.com, House of Fraser and Dorothy Perkins, said the decision was taken to reflect its “London roots”.

The relaunched website will highlight a new trend story every six to eight weeks, starting with its new Buckets & Spades spring 15 collection of dresses and skirts, retailing at between £32 and £55.

Closetlondon.com will focus on growing its editorial content as part of the move, offering style tips with co-ordinating products.

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