British womenswear brand Little White Lies has pulled out of larger stockists and is targeting more upmarket independent retailers in the UK, while it gears up to grow its international business.
The brand, which launched for spring 12, has moved away from large retailers such as Urban Outfitters and Asos.com to concentrate on more premium independents and department stores, including Brown Thomas and Fenwick, which are both new for autumn 16.
It is already stocked in 60 UK independents including Psyche in Middlesbrough and Sunday Best in Lancashire.
“It was a case of taking one step back to take two steps forward. We wanted to target more premium accounts but we couldn’t get into some doors when we were stocked in some of the bigger chains,” explained Angela De Napoli, managing director of Little White Lies’ parent company Rubywear.
The brand is also about to launch in the US, following a successful edition of Las Vegas trade show Project last summer. It will be stocked online in Bloomingdales, Nasty Gal, Pacsun and Shop Bop from February.
De Napoli said: “We are on a real growth surge at the moment and we have attracted the attention of great quality retailers in the US. We will be doing Project again this season as well as Capsule in New York to keep momentum going.”
Little White Lies introduced UK manufacturing to the collection for the first time for autumn 16. The business is working with London-based factory Fashion Enter to produce the jersey category of the range.
“It’s something we really wanted to do as we are a British brand,” explained De Napoli.
Wholesale prices for autumn 16 range from £17 for a jersey dress to £60 for a faux fur jacket.