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Italy’s Antony Morato targets premium stores

Italian menswear brand Antony Morato is launching in the UK with an in-season collection this autumn. It has already sold to independent accounts including Psyche in Middlesbrough, Flannels, Cruise and Tessuti in Chester and is looking to secure more premium-level stockists.

The brand is owned by Italian manufacturer Essedi, which also supplies several designer Italian brands. It features a and boasts a full 450-piece lifestyle range including outerwear, tailored separates, shirts, knits, polos, T-shirts, jeans, footwear and a full line-up of accessories including hats, socks, underwear, luggage and fragrances

The brand is four years old and has a turnover of £80m in Italy and Spain – its only markets so far. It has four collections a year but takes orders year-round with a three-week delivery time.

The product is subtly branded with a clean-lined look. The autumn 09 collection includes lots of layered tops and uses stretch fabrics.

Antony Morato is distributed in the UK by Milan Fashions, which was set up by Robert Carey to source Italian brands for UK retailers. Former UK sales manager for Evisu footwear Ross Harper has joined as business manager for Antony Morato. He said: “We’re serious about growth in the UK. Once we have the top image retailers we will look for incremental growth with these retailers rather than take it to the mid-market. It could be profitable as a volume business but for the premium retailers the brand offers great quality at an unbelievable entry price and we will protect that”

Prices start from £8.50 for a T-shirt up to £85 for a heavy wool-mix coat. There are no minimum orders and the markup is between three and four. Harper said that stockists would be supported with a full point-of-sale programme when they ordered.

For more information call 0161 491 6083.

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