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Olivia Rubin broadens her appeal via diffusion range

Premium womenswear designer Olivia Rubin has created a T-shirt-based diffusion range for autumn 10 in a bid to widen her customer appeal and broaden her stockist base.

The range, called Oli Rubi, allows customers to buy into Olivia Rubin designs at a more accessible price point of 50% below the mainline.

Wholesale prices range from £25 to £45 and key pieces include a black and white brick-print T-shirt inspired by Rubin’s signature print from her debut spring 08 range, a zebra-print loose-fit top with side-pleat detail and puff shoulder, and a long-sleeved top with insect print on the arm.

The designer said that after a positive reaction to the initial T-shirt range, it would grow into a 20-piece collection for spring 11.

“I’ve been targeting more casual retailers combined with my current customer base, as the lower prices open up a new array of boutiques for the business,” said Rubin.

“My regular retailers have bought into both ranges, which is great. It shows a demand for casual basics.”

The Olivia Rubin mainline, which has 35 stockists, is sold in premium indies such as Havetolove in Newcastle upon Tyne and etailers Asos and My-Wardrobe.

For more information contact 020 7491 1430.

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