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Laurèl and UK agency Parkers part ways

German mainstream womenswear brand Laurèl and its UK and Republic of Ireland agency Parkers have ended their relationship after claims that sales had dwindled and collections were outdated.

It is unclear who ended the relationship but Parkers partner Linda Marshall said that the collection had not performed and that the agency was “not seeing a return on our space and time”.

She added that the brand’s 30 stockists were choosing key pieces from branded collections rather than the co-ordinates look of Laurèl.

Dirk Reichert, general manager of Laurèl’s parent company Primera, said the relationship ended ahead of plans to modernise the brand in the UK.

He said: “We are looking to modernise the idea of classic co-ordinates and to have two to three key looks per collection. We are looking to create collections that are not just about colour blocks, but are based around key looks and single pieces.”

One womenswear indie stockist told Drapers that Laurèl had become difficult to sell over the past three seasons because it failed to offer full outfit options. “Certain clients like the name and to break that loyalty would be bad, but if they don’t listen soon, we will not stock it.”

Parkers was appointed agent for Laurèl for the autumn 09 season at the time of the acquisition of the brand by Endurance Capital in November 2009. The contract will end in November but all spring 11 orders made through Parkers will be met. Reichert said he was set to appoint a replacement UK agent in the next two weeks.