Sweden-based lifestyle brand Gant is dropping its sub-brands, Rugger and Diamond G, and is streamlining its product offer under the main Gant name.
Drapers understands the move aims to simplify the Gant offer and bring an end to customer confusion.
The sub-brands are currently on Sale on the brand’s website across men’s and women’s wear, and will not be continued for spring 19.
Rugger targeted a more casual, lifestyle-focused customer, while Diamond G – which launched in 2015 – targeted young professionals.
Gant has more than 270 UK stockists, including John Lewis, Fenwick and House of Fraser – and more than 600 own-brand stores in 70 countries, 22 of which are in the UK.
A spokeswoman for Gant said: ”Gant is taking the best parts from its sub-brands Gant Rugger and Gant Diamond G and merging them with the main line. In 2019, GANT is celebrating its 70 year anniversary and the spring 2019 collection marks the first season that gathers all designs under one line with the original Diamond G logo as the official logo. The previous Gant Rugger stores have already been converted into Gant stores and carries the main line.”
In its most recent results, for the year ending 31 December 2017, Gant’s UK arm recorded a 13.5% rise in turnover to £57.8m and an operating profit of £1.9m