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Ichi unveils expanded denim offer for spring

Danish women’s young fashion brand Ichi is ramping up its denim offer for spring 10. The brand, which has delivered jeans for the past three years, launched a much-expanded denim range at trade show Pure London last week, with a lower entry-price point and up to 40 styles.

As part of the launch, the brand has released a never-out-of-stock programme on volume styles with prices from £10, with a recommended 2.5 mark-up. Further styles are available at £12, £14 and £17, with retail tickets going up to £60 for premium Italian-style denim washes.

Ichi offers a mark-up of between 2.7 and 3 across its denim offer. UK sales agent Mark Ashton said the brand had spotted a gap in the market for an affordable branded denim line. He added that the past three years’ collections had been used as a testbed for the brand to get the fit right.

There will be four fits in the £10 line – skinny, straight, bootcut and boyfriend. Each of these will come in two washes from a selection including dark ink, bleached and slightly distressed. In all, the brand has produced 40 different options across washes and fits. The brand’s broader assortment of jeans is offered in sizes from 25in to 34in including half sizes.

The collection will deliver each month from December to April. The high-summer range will be delivered from May.

The Danish brand has also developed a “soft-shop” concept, which Ashton likens to a shop-in-shop concept. “For accounts that spend
a certain amount with us, we will offer a sort of shopfit, varying from a demin wall to complete fixtures including PoS,” he said. Ichi will design and provide the ready-made fixtures and fittings.

The brand was set up four-and-a-half years ago and has 300 stockists in the UK including Bank and USC, etailer Asos and home-shopping firm Shop Direct Group. To find out more, call 07920 597597.

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