Ghost will relaunch its wholesale collection at next week’s London Fashion Week, three years after the range was axed.
The relaunch collection will have lower prices points, ranging from £20 for a top to £80 for a long coat at wholesale, and will return the brand to its elegant, feminine roots.
Indies are likely to welcome the return of a Ghost wholesale collection. When it was axed in spring 07 by the brand’s then owner, retail entrepreneur Kevin Stanford, to focus on retail, its 300 stockists were left with a huge void to fill. The brand had consistently been a strong seller in the premium over-30s womenswear market for many indies.
Ghost brand director Heather Alexander said: “We have shed the boho look and pieces will be contemporary, easy to wear and feminine but with an urban twist. Dresses will retail at about £180, whereas the last Ghost collection saw dresses retail at £500.”
A significant proportion of the range will be devoted to dresses. Other key pieces include wrap-around cardigans and elegant parkas. There will also be a loungewear offer.
The collection will debut at the Exhibition at London Fashion Week, which runs from September 18 to 22.
Ghost was rescued from administration by Hawes & Curtis owner Touker Suleyman in October. It has 33 stores in the UK and a number of concessions.