French young fashion label Morgan is cutting entry price points and expanding its range for spring.
The opening prices of key items will drop by about 20%, starting at £15 for tops and £45 for denim. The brand is also increasing its shirts, denim and coats offer for autumn 07 with about 20% more options across all styles.
Commercial manager Pierre-Arnaud Grenade said: "We have been concentrating on getting better quality product in stores and are sourcing more from Asia. Then we can think about building our wholesale business in the UK."
The company has also stopped using celebrity models, which had included actress Eva Mendes, for its Back to Love campaign.
Morgan France took over the UK business from the previous UK licensee last summer. It has nine company-owned shops, 47 concessions and 24 franchise stores, with a turnover of about £30 million.