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Jacques Vert Group axes Planet and Kaliko brands

Womenswear business Jacques Vert Group has continued its cull of underperforming brands, dropping Planet and Kaliko.

The decision was made earlier this year as part of a strategic review led by former chief executive Teresa Tideman, who stepped down and was replaced by Tim Davies at the end of April. Davies joined JVG as interim transformation director in February.

The brands, which are mainly sold through 107 Debenhams and 64 House of Fraser concessions, will be available until January 2016. Full autumn 15 collections have been produced for both.

A JVG spokesman said the business had decided there was no longer a “clear marketplace opportunity” for workwear brand Planet and occasionwear label Kaliko, which were launched in 1978 and 1994 respectively.

The Planet London spin-off brand JVG developed for the US market last year has been “rested”. However, it is understood this may be reviewed at a later date.

The move leaves JVG with five core brands: Jacques Vert, Precis Petite, Dash, Eastex and Windsmoor. Outerwear brand Windsmoor also has a plus-size sub-brand called Colebrooke.

Chief financial officer Shaun Wills, who joined last month to replace Jo Bennett, told Drapers: “The brands we have now all have potential, some more than others.”

He explained that JVG is exploring new routes to market for the remaining brands: “We are looking at new routes to market, including wholesale, and Windsmoor would be a good example of one of our brands that we could successfully wholesale, should we decide to this in the future.”

Davies and Wills will also focus on developing JVG’s ecommerce strategy and will look to open more standalone stores for its strongest label Jacques Vert. It has eight Jacques Vert stores and one multi-brand shop in the UK.

Drapers understands details of a new opening in a shopping centre outside of London are imminent, but JVG has not yet revealed which brand or brands it will house.

JVG discontinued its Minuet Petite and Alexon brands in May last year.


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