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Luisa Cerano doubles UK turnover after hiring country manager

Premium womenswear brand Luisa Cerano has doubled its UK turnover over the past year and has said there is “definitely still room for growth”.

The German business declined to provide exact turnover figures, but told Drapers it has increased its UK stockist base from about 60 in 2013 to just under 100, while some of its existing retailers have increased their orders and put the range into more of their stores.

Although the UK is still a relatively small market for Luisa Cerano – it has 1,500 stockists worldwide, with the majority in Germany plus stores in countries including France, Russia and the US – the company said it was a “very high priority”.

Sharon Jones, who was appointed Luisa Cerano’s first country manager for the UK and Ireland last November, said: “There’s definitely still room for growth in the UK. We’ve doubled our turnover within the last two seasons [autumn 14 and pre-sold spring 15].

“There are still a few gaps in the market and we want to do more with existing clients, increase the size of orders and number of doors.”

But she added: “We’re being very careful with the people we’re targeting; we don’t want to flood the market.”

Around 10% of its UK stockists are department stores, including Arnotts in Dublin and Hoopers, which has four stores in Wilmslow, Torquay, Harrogate and Tunbridge Wells.

The rest are independent boutiques such as Katherine Draisey in Solihull, Averyl in Golders Green, north London, and Angela Beer in Bramhall, Cheshire. Jones said Katherine Draisey achieved a 90% sell-through on full-price product for autumn 14.

New stockists for autumn 14 include Cliché in Beaconsfield, Buckinghamshire, and Fenwick’s Williams & Griffin store in Colchester.

Luisa Cerano is part of family-owned German business Hauber. In the UK, it only shows at Scoop in London. “The brand is strong in Germany, Austria and the Netherlands, but in the UK it’s still a bit of a well-kept secret,” said international sales director Elvira Nass.

Nass said Luisa Cerano has moved away from its traditional adjacencies with classic womenswear brands such as Gerry Weber and Basler, towards MaxMara, Hugo Boss and, in some bigger stores, Michael Kors.

The brand’s wholesale prices range from £21 for a T-shirt to £295 for a coat, with a 2.8 mark-up.

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