German mainstream womenswear brand Laurèl is poised to move upmarket and target a younger audience after signing a deal with premium womenswear agency Brand Studio to relaunch the collection in the UK.
Laurèl previously worked with womenswear agent Parkers, but the relationship ended earlier this year after claims from stockists that sales had dwindled and collections were outdated.
It is understood that, from autumn 11, Laurèl will target women in their 30s as well as its core customer base of women in their 40s and 50s.
The first collection under the new strategy will be shown in London at La Galleria art gallery in Pall Mall, London, from February 13-22.
It is thought wholesale prices will remain unchanged and Laurèl will focus on contrasting fabric combinations, such as leather and knitwear.
Samantha Cradock, founding co-partner and director at Brand Studio, which also handles premium US womenswear brand St John, said: “We will work with existing customers and will also approach Harrods, Harvey Nichols, Selfridges, Fenwicks - all the top department stores and some A-grade indies.”
She added: “We want to rebuild confidence in the brand.”
Laurèl chief executive Dirk Reichert said the focus would be on a “modern, urban fashion line”.
Joanne Nye, managing director of womenswear etailer Glam-Net.com, said she was uncertain whether she would continue to stock Laurèl after the changes. She said: “Laurèl is well known from the 1980s among 50 and 60-year-olds and the collection last season wasn’t too bad, but it still needs to find its feet.”
Laurèl is thought to have about 30 stockists.