Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Little White Lies rethinks stockists and eyes US

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.

Readers' comments (1)

  • Thierry BAYLE

    The USA offers huge potential.
    Just make sure you are advised how to best set up the foundations.

    Simple basic rules like
    preferring a DDP price list rather than a FOB price list
    preferring showing 4 collections a year rather than 2
    ...
    will allow you to pick up instantly 30 to 300% more in sales
    and gain customers instead of losing them...

    Thierry Bayle

    PS I know that some people will tell you to prefer FOB. It is a mistake unless you do not want to grow of course and you are not concerned about giving the wrong message to the retailer.

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.