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FrostFrench to increase distribution

FrostFrench, the luxury womenswear label designed by Sadie Frost and Jemima French, has signed sales agent Self Service to reposition the brand with a more commercial slant and grow distribution.

The label is looking to re-build its international stockist base following a turbulent year. FrostFrench went into administration in July 2008 but was resurrected by the designers the same week after investment by Norwegian film producer and property investor John Joakim.

FrostFrench has a standalone boutique in Islington, London, and also has a diffusion line, Floozie by FrostFrench, sold through Debenhams.

Self Service also distributes labels such as lna, Disney Couture, Junk Food, Manish Arora, rjs by Richard Sorger, Disaya and By Francine.

Polly Pritchett, sales manager at Self Service said: “The new collection is gorgeous, commercial and brilliantly priced and ought to fly out of stores - we really wanted to work together. We are planning to develop this carefully, partner up with key retailers for the first season and grow the brand really organically.”

Self Service will begin distribution of the label on September 7, selling the spring 10 collection.

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