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Minimum expands range ahead of UK retail launch

Young fashion brand Minimum is expanding accessories and launching a premium menswear range amid plans to open a UK store.

The 60-piece menswear range will launch for autumn 15, focusing on suits and shirts. Prices will be 25% higher than the mainline, from £75 for shirts to £220 for suit jackets.  

Minimum’s UK and Ireland agent Giles Rotheram said: “We always sell the smarter side of the range really well in the UK, so we wanted to push towards that. The higher price points also mean we can invest in better-quality fabrics.”

The Danish brand has also quadrupled its men’s and women’s accessories collection to 120 pieces for autumn 14. It comprises hats, gloves, scarves, bow ties, purses, bags and weekend bags. John Lewis will stock the accessories range from spring 15.

Minimum will open concessions in five branches of Galeries Lafayette in France next month. Its first stores – in Berlin and Copenhagen – will also open later this year and it is looking to open a flagship store in London in 2015.

The brand has more than 100 UK stockists and wants 20 more for the premium menswear range.

Rotheram said: “If the stockist is right we would consider further UK expansion, particularly on the menswear side. We’ve built a great foundation here and our stockists have built the brand.”

Wholesale prices for the 300-piece autumn 14 menswear and womenswear collection range from £20 for tops to £83 for leather jackets, with a three-times mark-up.

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