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Fiorelli takes new collection upmarket

Accessories brand Fiorelli has unveiled its first real leather handbag range in 10 years as it moves towards the premium market.

The label, which celebrates its 25th anniversary this year, is releasing the five piece collection next month in order to “reinforce the brand’s luxury credentials”. The bags will cost up to £200, compared with £49 for its bestselling Belinda Grab line.

Fiorelli’s brand manager Sue Tebbitts told Drapers the move came in response to “demand from customers, requesting a more premium product”.

She said: “People are finding it tight at the moment and so are making more considered purchases. They are interested in investment rather than throw away fashion.”

The new premium line will feature every season beginning with the pre- autumn 13 collection.  

Fiorelli’s entry level price points remain the same and the label will continue to offer its “well established non leather premium products.”

Stocked in wholesalers across the UK including John Lewis, Debenhams and House of Fraser, Fiorelli is hoping to attract interest from high end boutiques, as well as international stockists.

Tebbitts said: “There is huge demand in Japan and the Middle East for the leather collection, as well as growing interest from South African and Canadian markets. It’s vital that we grow with these partners and work closely with them to ensure that the brand is placed in the right retailers.”

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  • "“well established non leather premium products.”


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