Footwear brand and private label supplier to the high street London Rebel has launched its first consumer-facing website and branched into clothing for the first time.
The business, which was founded in 1999, is selling its initial womenswear collection directly through the site, which it developed in response to customer demand.
It will start wholesaling clothing for spring 17. Wholesale prices will range from £8 for T-shirts to £30 for jackets.
It is looking for 50 stockists in its first year, targeting a mix of independents, multiples and department stores.
London Rebel currently has 45 stockists for its footwear offer, including Asos and Amazon.
Chief executive Rani Dhallu told Drapers: “Over the years we felt awareness of the brand had increased. Consumer demand has dictated the need for a customer-facing website and to create a platform for us to portray the complete image of London Rebel and show a diverse range of our product offering.”
Dhallu added that launching womenswear was a “natural progression”: “We feel there is a niche in the market for our product. Our clothing compliments what we already offer in our footwear.”