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Firetrap explores sale options

Young fashion brand Firetrap is being primed for a sale after drafting in accountancy company PricewaterhouseCoopers (PwC) to explore options for the company.

There has been mounting speculation surrounding the future of Firetrap, which is owned by brand house World Design and Trade (WDT), with rumours circling that the brand will be sold.

Brand and retail director Myriam Ben-Yedder said: “The company has engaged PWC to explore a sale or investment, interest is good but no sale as yet has been concluded.”

Earlier this year Drapers reported that the brand’s pricing architecture would be expanded for autumn 12 with the launch of a more fashion-forward capsule range. Firetrap also agreed a licensing deal with kidswear supplier Flyers Group to produce its first kidswear range for autumn 12.

Readers' comments (10)

  • Very much a 90's brand, Firetrap's best days are long gone so this news is of absolutely no surprise.

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  • Still amazes me that Drapers report it as number 1 young fashion brand, also a 90's view!!! Firetrap, Diesel, Miss Sixty don't get a look in nowadays with the emergence of new, fresh brands with proper young, fast fashion ideas....These new brands are filtering into the market in a very clever way, celb, socila media, quick, sharp exposure that result in brand awareness and sales revenue, IMMEDIATE.....

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  • I commented on this yday but for some reason it didn't get published and i held back ! The once mighty WDT is as the above readers mention stuck in the 90's, a shadow of it's former self, the ambition and passion has gone. We are seeing a new era of young exciting brands thatwere once considered niche now making a big impact in the indies, brands like Folk, Albam, Luke, Norse Projects, Humour, YMC, etc etc these brands are inspired by attention to detail, quality and inovative design, yes there not cheap but if you want cheap thern go to the High Street where Firetrap trys to ply it's trade and compete with the likes of River Island etc which it never can because they are quicker and cheaper. What staggers me is that it is still in Selfridges, well, from Selfridges to the brand Grave Yard JD Sports where i expect to see it soon, how the mighty fall !

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  • With those with their ears to the ground, a deal has already been done to sell the whole of WDT to J.D Sports...

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  • I must say i laugh at some of these comments that are made on these blogs!!!! If you had seen the collections for S/S 11 A/W 10 the company had heavily gone towards the All Saints look and the Religion look. To say that the brand was stuck in 90s is pure ignorance and a lack of knowledge. Maybe that was Firetraps mistake. Something has clearly gone wrong with that direction and it may be explained if you look deeper into All Saint next set of results which will probably show a large drop in profits due largely in part to a heavy fall in menswear sales. To sit here and judge that this is a 90s brand that had not moved forward shows a complete lack of knowledge.

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  • It's not lack of knowledge, it's perception. The consumer thinks the brand is stuck in the 1990's, regardless of the direction or product, therefore they won't buy the garments. Period. Peter Werth is an example of a 1990's brand - the range is actually ok, but the brand has had it as it's customers have moved on and won't come back. Whether Firetrap is or isn't like All Saints or any other brand is totally irrelevant my friend. That is what I call lack of knowledge.

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  • So tell me you run WDT and have to move the move the product and company forward your damned if you do and damned if you dont!!!! If there is a prevailing look surely a company has to follow with its own signature on that type of product. You either take that risk or stick to your core product range. This company took a risk and it cost them. Its all very well being an armchair critique but if you run one of these type of businesses you could clearly see you lack knowledge. Perception can only change via re invention and that is fashion!!!

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  • Also Peter Werth would have remained in business if they had not destroyed there relationships with agents and customers through tighter financial constraint bought about by the mountain of debt it was servicing for the purchase of the company from Peter Werth. Had they kept Peter Werth im sure that a so called 90s brand would be alive in good health. French Connection has made the transition so have others.

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  • Peter Werth was sad tale of how not to do things. Under the original directors, the brand was a pleasure to do business with from the owners to the agents. They offered good margin, clever distribution. Everyone was happy. Although the company had peaked some years previously when sold, it was still good. However, under Greg Tufnell, I've never seen a brand dissolve so quickly. Even though they paid too much, they fundamentally made the mistake of not understanding their core retailers (i.e independents), scrapped all basics (unlike French Connection who have some great ones which could be why their still healthy) and went for the 'House of Fraser' or bust approach. It was a mansion without any furniture. After being purchased by J.D, Werth is allegedly under performing for HOF and I believe the brand won't be around much longer. When customers stopped buying it, they immediately called it a '90's brand, even if they were buying it in say, 2003.

    WDT should never be in the position it is in now, as it had three good brands in Firetrap, Full Circle & Sonneti and it's management should never been allowed to get it in this state. If rumours are true, it was sold last week for a song. Five years ago, this would of been unthinkable. It begs the question that are brands as only as good as the people who are running them? I think in these times, many of them aren't...

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  • well said

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