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Miss L Fire founder to relaunch Shellys

Lynsey Hand, the former buying director of footwear retailer Office and founder of footwear brand Miss L Fire, has been drafted in by Hong Kong-based manufacturer Eternal Best to relaunch Shellys, the brand it acquired from Stylo earlier this year.

Hand, who is also the co-founder of London footwear independent Sniff, will run the Shellys brand under a new company called StarMark Brands, which will also house Miss L Fire.

Hand relocated to a new office in Great Portland Street, London, this week to enable her to run both brands from one base.
A footwear industry source said: “If anyone can relaunch and revitalise the Shellys brand name it is Lynsey. Shellys was once British footwear at its most cutting edge and quirky, and to some extent Lynsey does that with her Miss L Fire brand so it will be a good fit.

“It will be interesting to see what handwriting she picks for Shellys, and how she will keep the look of both brands separate.”
Hand has a wholesale strategy in place for the brand, and will launch the Shellys spring 09 collection within the footwear section at the womenswear trade show Pure, which takes place at London Olympia on August 3-5.

Footwear group Stylo sold the Shellys brand name for an undisclosed sum in March to concentrate on its core Barratts and Priceless chains.

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