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Oui adds two brands

German womenswear company Oui Group is growing its offer with the launch of two new brands for autumn 09, Essential by Set and Oui Collection.

UK managing director Geraldine Bennett said the company’s strategy was to maintain turnover of its existing brands, Set and Oui Moments, while extending the overall range.

She said: “Over the past four years we have grown the business 30% year on year. Part of that strategy is the completion of our offer - from mainstream, bridge to premium level - with the introduction of Essential by Set and Oui Collection.”

Essential by Set is a knitwear-focused collection of luxurious, contemporary separates. The 30-piece range takes in cashmere and mohair knits, knitted
dresses, long cable-knit gilets and cropped waistcoats, as well as trousers and jersey tops.

The brand is designed to sit alongside premium catwalk labels such as Marc Jacobs and Miu Miu. Prices start at £27 for a T-shirt and go up to £165 for a long-line cashmere gilet. Prices for Set, Oui Group’s bridge brand, range from £20 to £145.

Sue Ashworth, head buyer at womenswear indie Lynx in Harrogate, North Yorkshire, said the price points would be no obstacle in her store. “It looks luxurious so people can see the money in it. In these difficult times I think people like to have a luxury item,” she said.

Oui Group will aim to put Essential by Set into about 20 stockists this year. Bennett said : “It is not our ambition to roll Essential by Set out to hundreds of stockists. Longer term, we see franchise partners as the way forward.”

The second new brand, Oui Collection, is a mainstream urban wovens range of tailoring, dresses and coats, complementing the mainstream knitwear co-ordinates of the Oui Moments label. Prices for both Oui Moments and Oui Collection range from £19 to £65.

Oui Moments, Oui Collection and Set all offer six collections per year with delivery every 15 days. Essential by Set will provide a single autumn drop in July.
Call 020 7580 1474 for details.

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