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Panache rebrands to push up sales

Lingerie business Panache is rolling out a rebrand of its sub-brands as it looks to ramp up sales in the UK and beyond.

As a result of research across shoppers, stockists and distributors, head of marketing Jennie Field said sub-brands would in future incorporate the Panache name to create more “synergy” across its portfolio.

For spring 14, Superbra will be renamed Panache, while Cleo and Masquerade will take on the suffix ‘by Panache’. The design has been tweaked to create more distinction between them.
Cleo by Panache will exclusively concentrate on bright colours, while Masquerade by Panache will offer a more glamorous look than its sister brand. Superbra will continue to take the classic route.

Field said: “Consumers thought the corporate brand logo could have been for an electrical company, so we’ve gone for a softer pink logo, which is more fitting with the lingerie industry.”

Panache hopes the rebrand will increase sales at its 300 UK stockists, although did not reveal targets. It is also expanding internationally, with Brazil next on the radar.
Field added: “We want to help out wholesale customers by increasing the desirability of the brand.”

 

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