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New licensee cuts Lambretta prices

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.”

Readers' comments (7)

  • Glen's only knows clearance and all he will do is shove it in Sports Direct who is his main customer, any one daft enough to buy anything from him will have to compete with these guys who will probably be a lot more competitive on price!

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  • out and out sports jobber who only buys and sells gear from the grey market, Lambretta what have you done!

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  • DO THE PEOPLE WHO OWN THIS BRAND UNDERTSTAND THE GUY WHO THEY HAVE JUST GOT IN BED WITH! PERHAPS NOT, OH DEAR...

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  • £4.50 tees says it all really

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  • Why destroy your independents pricing structure for this brand..how will they double or triple their turnover of units with this. The answer.... they will not. The same scenario as Firetrap...unfortunately

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  • Lambretta RIP.

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  • should be called Lambriars! that's how good this will be

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