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Gio-Goi hits the high street with debut store in Aberdeen

Young fashion brand Gio-Goi is to make its high street debut with the opening of a store in Aberdeen ahead of a possible retail roll-out.

The 2,800 sq ft store will open in mid-October in the city’s Union Square shopping centre, where it replaces a former Faith footwear store. The shop will sell Gio-Goi’s autumn 10 collection, which includes T-shirts, jumpers, dresses and jackets retailing at between £20 and £110. It will also stock the brand’s expanded denim range.

Gio-Goi has about 300 UK stockists including Asos, the JD Sports Fashion-owned Bank chain and young fashion chain USC, and is in two House of Fraser concessions and is available via its website. Wholesale prices range from £8 to £44.

Gio-Goi brand and marketing consultant Jo Bohling said the Aberdeen store, at Hammerson’s Union Square development, would be used as a test bed for future openings.

He said: “We chose Aberdeen as it is a strong area from a youth branded fashion point of view and is an affluent area. This will start driving the brand forward as, currently, it’s just the website that is showcasing the full Gio-Goi range.”

He said the opening was not part of a major retail strategy and that it was “predominantly a way to test new products”. He added that the store would help raise brand awareness, driving sales across its stockists, website and concessions.

The brand is also scouting for possible store locations in London, he added.

Gio-Goi was set up in 1988 by Anthony and Christopher Donnelly in Manchester. Pentland Brands, the company behind brands such as Lacoste, Speedo and Kickers, secured a 25% stake in Gio-Goi in December 2008. USC founder David Douglas also has a stake.

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