Young fashion brand Lambretta is looking to double its stockists to 200 and will introduce short-order collections at lower prices under its new licensee.
Glen Briers, owner of wholesaler Ski and Sport, has taken over the licence from Robert Harmer, who had held it for the past 18 years. Lambretta will continue to work with Manchester agent Field 9.
Harmer will honour all unshipped spring 14 orders, but Briers plans to offer retailers an additional collection in March.
Briers plans to drop prices by between 25% and 50% for the new collection to compete with high street multiples. T-shirts, which previously wholesaled at £8.50, will now be £4.50 and jackets costing £80 will now wholesale at £50.
The new collection will include T-shirts, polo shirts, Oxford shirts and a larger range of denim and outerwear. Briers has also introduced a short-order and never-out-of-stock service, enabling retailers to buy into the brand throughout the season for the first time.
Briers told Drapers: “Lambretta has been a sleeping giant. The mod revival is very popular at the moment and we should be at the forefront.”