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Lost Ink targets US as sales grow

Lost Ink, the London-based womenswear brand launched by former River Island international buying manager Karina Mitchell, is launching in the US.

The fast fashion brand was launched for spring 15 and is on track to distribute £50m of gross merchandise value across all its partners this year, Mitchell said.

“For 2017 we have big plans for Lost Ink, most notably our plans for launching in the biggest consumer market globally, the US,” she told Drapers, explaining the firm is working with US-based sales agency Place Showrooms.

Its stockists currently include Asos, House of Fraser and Lipsy, Zalando and Shop Direct, as well as Namshi and Sivvi/Noon in the Middle East, The Iconic in Australia and Zalora and the Metro Group in Singapore. Micthell said Lost Ink is also looking for further accounts in the Far East and Middle East, as well as finalising deals with new partners in Europe.

The company started with core clothing and footwear and has since expanded to a range with more than 1,500 SKUs per season, spanning plus-size and wide-fit footwear, with new drops every three to four weeks and an average wholesale price of £17.

“Based on the success of these businesses we are looking into a petite range for autumn 17 now,” said Mitchell.

The company has also expanded its headcount to more than 55 people across buying, design, merchandising, logistics/operations, technology and production, with plans for further growth.


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