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Mixed response to cull of WDT brands

Indies have given a mixed response to the sudden announcement by brand house World Design and Trade (WDT) to axe its young fashion brand SC51 and its Fullcircle menswear collection.

WDT said on Monday that it would ditch the brands following an “extensive” company review.

Deliveries of SC51, which launched in August last year, will stop from January.

Premium young fashion brand Fullcircle will axe menswear after its spring 11 collection.

WDT will continue to produce Fullcircle womenswear and will focus on driving wholesale and retail sales of its Firetrap brand.

Colin Swindell, manager of menswear indie Cornerstone in Bakewell, Derbyshire, said: “Every brand has a lifespan. Although Fullcircle keeps trickling through, for every six Firetrap or G-Star items we would just sell one from Fullcircle.”

However, Karlos Wilshaw, acting store manager of menswear indie North Menswear in Llandudno, north Wales, said: “Fullcircle has been performing well over the years and some of its autumn 10 stock has already been picked up.”

Lawrence Hoffman, owner of London menswear indie Detour in Edmonton, north London, said: “We’ve stocked Fullcircle for years and its denim has recently performed fantastically.”

Readers' comments (1)

  • WDT made a mistake selling the Sonneti name. They replaced a well known name with one that wasn't! Too much was concentrated on Firetrap and in so doing took their eye of the ball, leading to the situation we now have. Who is going to accept their S11 Full Circle orders without a hefty discount???

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