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Exclusive: Guinea London plans international expansion

Luxury women’s outerwear brand Guinea London is looking to expand its presence across China, America and northern Europe by 2020, Drapers can reveal.

Launched in September 2017, the family-run business is named after the guinea, a solid gold coin used in Britain to buy luxury items.

The brand operates a transactional website and has 14 stockists in the UK, such as countrywear store Landmark. Retail prices range from £195 for padded jackets and gilets to £535 for tailored coats and jackets. 

It also has three stockists worldwide: Hound & Hare in the US, The British House in Beijing, and Chinese luxury platform secoo.com.

Edward Cutting, head of communications for Guinea London, told Drapers: “Since starting Guinea, we have found there is a really strong international appeal for our very British look and style. We would love to have a stockist in Shanghai. Japan would also be a market of interest and we are beginning to explore there with a few contacts.

“With regards to the US, we are currently stocked by a company called Hound and Hare (based in Kentucky), which specialises in British brands. Again, we would really like to expand our presence in the US and have stockists across America, but predominantly on the north east coast in places like New York, Washington, Boston and Philadelphia, as well as Chicago.

“In relation to Europe, we are in talks with a couple of stockists in western Europe. However, we are yet to open an account. So, the whole of northern Europe is very much on the cards for us as well.

“In the UK, we are always looking for boutiques that would like to stock Guinea. We would also love to find an agent.”

Guinea London does not plan to open any of its own stores in the near future.

Cutting added: “For the very immediate future, the focus is to grow stockists in the UK and increase brand awareness through our investment in PR and marketing. Stores are very much in our plans but as a small brand we need to grow customer awareness. This is why getting the right stockists is key. Only this morning we had an enquiry from Ireland wanting to know where the brand is stocked there – currently we don’t have an Irish stockist! We are getting enquiries now nearly every day as to where people buy the brand at a store near them.”

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