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Own-label expansion for new Liberty boss

An expanded Liberty of London clothing offer is on the cards as new chief executive Geoffroy de La Bourdonnaye prepares to take charge at the landmark London department store.

The Frenchman, who has managed international brands such as Christian Lacroix, L'Oreal and Disney, told Drapers that his "three points of attack" included expanding the store's epony-mous range to feature an extended fashion offer.

Liberty currently stocks limited own-brand menswear comprising shirts and ties. This will be extended in autumn 07 to include scarves and knitwear.

Its own-brand women's offer comprises accessories, swimwear and beachwear, but may be extended as de La Bourdonnaye grows the Liberty of London brand. He also plans to revamp the central London store to make it more luxurious. "You can't stop upgrading the brands and services you offer customers, as well as the look and feel of what you offer," he said.

His third offensive will be to grow Liberty's fabric wholesale business.

De La Bourdonnaye's first task is to boost Liberty of London's global presence by launching accessories ranges in Japan, the Middle East and the US. "The brand is international but the product is not," he said.

The handbag-to-jewellery offer would most likely be sold via shop-in-shops or concessions in international department stores, he added.

De La Bourdonnaye, who takes up his role in June, replaces Iain Renwick, who left the business in April.

Liberty launched a new-look website last month stocking 6,000 products.

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