Australian womenswear brand Keepsake is relaunching in the UK in April.
The contemporary partywear label, by Australian Fashion Labels, the company behind Finders Keepers, exited the UK market following the spring 12 season,
Head designer Carmen Dugan told Drapers UK buyers at the time “weren’t ready” for the 11 collections a year the brand offers.
She has revamped the brand for spring 15, giving it a “more sophisticated and contemporary” feel and in doing so opening it up to a wider age range of customers. Keepsake is now targeting 20 to 35 year olds, whereas previously the focus was on 15 to 25 year olds.
“I’m very proud of the high-end direction Keepsake has taken,” said Dugan. “We’re still keeping the classic Keepsake aesthetic while offering some more fashion forward pieces.”
Through UK agent Self Service, Keepsake has already signed up 20 UK stockists including Asos.com, Veryexclusive.co.uk and independents Rocca in Harrogate and Alderley Edge, Coco Boutique in Southport and Zee in Essex.
Wholesale prices start at £50 for a top and go up to £100 for dresses.