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Naf Naf grows up and targets concessions

French womenswear brand Naf Naf has repositioned its offer for autumn 07 and aims to open department store concessions in the UK.

The move would be the brand's first step towards re-entering the UK retail market after it closed its store on London's King's Road in 2003.

Nicole Lawson, head of POK (UK), Naf Naf's subsidiary in the UK, said the autumn 07 collection had been relaunched for older customers, with a target age of 20 to 35.

"It used to be a very junior collection," she said. "The pricing is now much more even. Previous price points were sometimes wide apart - for example, we might have had tops at £5 and at £60."

Retail prices for the new collection will range from £25 to £45 for tops, £45 to £80 for dresses and £120 to £140 for coats. Lawson said the aim was to compete with labels such as Nougat and French Connection.

The brand also wants to increase its department store stockists. Independents form the bulk of its current outlets, with 140 doors. The brand is also stocked in one branch of Beales and four Hoopers stores. "We are hoping to sign another 60 accounts for autumn 07 and also some concessions," said Lawson.

Naf Naf, which also owns the Chevignon label, is set to be acquired by fashion group Vivarte imminently.

Naf Naf has 400 points of sale in 50 countries, plus about 200 standalones in France.

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