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James Lakeland revamps offer to broaden appeal

James Lakeland has increased its casualwear and knitwear collections for spring 14 by 30% in a bid to broaden its UK stockist base.

The mainstream womenswear brand’s spring 14 collection has grown to 60 pieces, up from 45 for spring 13, with key additions including layered tunics in soft grey and cream and balloon-shape stripy cardigans.

Founder James Lakeland said both collections had “changed completely” to relect both changes in consumer buying habits and the weather.

He added: “What customers want is changing. They want to be able to buy there and then and wear it immediately. We’ve also taken into consideration changes in the weather. Often it’s unseasonable, but people want new things. We wanted to launch a range that people could wear right here, right now. They’re layered pieces. They’re not heavy, they’re not flimsy.”

The womenswear brand has also created a transitional collection, which will be updated every six weeks.

Wholesale prices range from £12 to £37. James Lakeland, which has around 100 stockists including John Lewis and Hoopers, hopes to add between 20 and 30 new stockists for spring 14.

Wholesale prices for the James Lakeland mainline will remain the same, ranging from £10 to £130.

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