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Little Mistress Group forecasts 61% sales boost next year

Little Mistress Group has forecast a turnover of £29m by the end of 2015, up 61% on the £18m it expects to report this year.

Owner and chief executive Mark Ashton said the growth would partly stem from the group’s licensing arrangements. For example, a watchmaker called InterCity Group produces Little Mistress watches for sale on Shop Direct’s Very, but from autumn 15 this will no longer be an exclusive arrangement and InterCity Group will be able to sell the products to other wholesale customers.

Very also holds the exclusive licence to produce Little Mistress swimwear, precious jewellery, nightwear, lingerie and bedding, but this is due to expire next year.

Additionally, Little Mistress Group will seek to expand its UK online concession business in 2015, which Ashton said would bring increased profit margins and exposure in international markets.

In the UK, the group’s three brands – Girls on Film, Paper Dolls and Little Mistress – launched concessions on Next’s website and directory in March, and online at Debenhams last week.

Over the past year, Little Mistress Group has expanded all three brands to include more plus, petite, maternity and tall sizes.

Shop Direct has the exclusive licence to sell Little Mistress precious (silver-based) jewellery, but Little Mistress Group is able to sell volume (non-silver) jewellery. A full volume jewellery collection – of 50 pieces per brand – will launch on Asos.com in spring 15, and it likely to roll out to larger stockists and on the Little Mistress website.

Little-mistress.co.uk, which sells all three brands, will relaunch on November 27 with a new .com address and increased interactivity to boost the amount of time people spend on the site. More details will be released soon. The business is also setting up a logistics centre in Los Angeles, which will allow it to offer free delivery and returns in the US from the end of November.

It has also launched a Christmas TV advert, which showcases all three brands together for the first time.

The 30-second ‘Step into the Night’ advert will be screened on channels including ITVBe, ITV2 and E4 during programmes that appeal to its core audience – such as Made in Chelsea – from November 25.

Little Mistress Christmas ad 2014

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