German womenswear brand Gerry Weber is launching a new premium brand that is available exclusively through its own and third-party websites.
Grful, which launches for spring 18, will have seven collections a year comprising 30 to 40 pieces including dresses and blouses.
It will only available through Gerry Weber’s own website, via its stockists’ websites and through external partners online such as Amazon. The items will be dispatched in black boxes and wrapped in gold silk paper.
According to Gerry Weber, by being an online-only brand Grful will be able to respond quickly to new trends and customer demand.
Ralf Weber, chief executive of Gerry Weber, said: “We are positioning ourselves for the future and it will ideally complement our brand portfolio [and attract] a new customer group.