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London brand Body Frock to go global

London-based dress brand Body Frock plans to expand internationally next year, focusing on Europe and the US.

The brand was launched in 2014 by Melanie Davis, who founded and owned contemporary womenswear label and supplier Pamplemousse, and her business partner, Clare Hickey, who was previously merchandising and HR director at Oasis and LK Bennett and head of merchandising at Warehouse.

Body Frock specialises in “desk to dinner” dresses with a co-ordinating body sculpting slip in a bi-stretch fabric technology developed by Davis, targeting women in their late 20s or above. The range is designed and manufactured in Portugal.

Currently, it sells to the UK and Spain through its own site, Asos.com, House of Fraser online, selected affiliates and around 80 UK independents.

Now Davis and Hickey are in talks with potential online stockists, affiliate partners and agents to launch in Belgium, the Netherlands and Luxembourg and certain parts of the US, such as New York, Florida, Los Angeles and Dallas.

“We have worked hard to perfect the product in UK market and we believe it has international appeal. We want to trade globally, but selectively; not flood any market,” said Hickey.

Separates and jumpsuits were added for autumn 15, and more dress shapes will be available for spring 16. Wholesale prices for the dresses range from £50 to £95.

Pamplemousse’s final range was for autumn 12. It was rested after the jerseywear market was flooded by cheaper, high street options, Davis explained. It “most likely” will be revived at some stage, but she has yet to decide in what form.

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