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Little White Lies unveils premium Gold Label line

Little White Lies has launched a higher-priced womenswear range for spring 15 in a bid to attract upmarket retailers such as Net-a-Porter and Selfridges.

The 18-piece Gold Label collection, featuring separates and dresses made from more expensive fabrics such as silk, as well as techniques like hand embellishment, is available now for deliveries from January.

Wholesale prices range from £48.50 for an embellished silk blouse to £89 for a dress. The brand’s young fashion mainline, White Label, wholesales for £25 to £30 for blouses and £23 to £45 for dresses. Both labels have a three-times mark-up.

“To reach out to retailers of the calibre of Net-a-Porter and Selfridges we needed a more luxurious range,” explained Angela De Napoli, managing director of parent company Rubywear. “We want to expand the brand reach and have the option to use more luxurious fabrics, allowing our mainline client to aspire to a premium garment, and enabling us to target higher-end clients.”

Asos and Urban Outfitters US have already signed up to stock the label.

Little White Lies is also expanding its high-summer range from eight to 50 pieces for 2015, introducing swim, beach and lounge wear to the existing ready-to-wear.

“It was our fastest-selling collection last year,” said De Napoli. The range first launched for spring 14. Order books for the spring 15 range will open on October 1 for delivery next April. “The demand is so high for continuous collections through the year. We can deliver [the high-summer collection] in April or May, so [retailers] don’t have to discount as much.”

The brand is also ploughing ahead with US expansion. Urban Outfitters began stocking its mainline in 30 stores at the beginning of 2013, and earlier this month rolled it out to 300 stores. New York independent Pixie Market will stock it online from next week.

De Napoli is also “finalising” a deal with Saks Fifth Avenue and will meet with US vintage-inspired etailer ModCloth and Bloomingdale’s next month.

The business is hoping to break into China for autumn 15 by partnering with its factory based there – W&J in Shanghai – to distribute the brand across the country, although a deal has yet to be signed. “We’re talking to some agents too,” said De Napoli.

Little White Lies has more than 500 accounts in the UK, US, Italy, France, Spain, Greece and South Korea. In the UK it is stocked by the likes of Asos and Lipsy, and has concessions in Topshop.

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