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Peter Werth moves away from the lads

Peter Werth has unveiled a new casual sub-brand called Werth and its first mainline tailoring range for spring 09.

Peter Werth managing director Greg Tufnell, who led a management buy in of the brand earlier this year, said the new launches reflected a strategy to stretch the Peter Werth brand beyond its smart Friday-night-lads heritage. He said Peter Werth would now encompass a broader product offering from smart fashion through to suiting and casualwear for spring 09.

Tufnell said that although Peter Werth had introduced a casualwear range before, the name had not translated to a younger market and this had led him to launch the Werth sub-brand.

Werth features tech-nylon blousons, pastel V-necks, and shirting with trim details. The collection is priced between £10 and £22.

Tufnell said: “Our target is a customer base that shops for Prada Sport, G-Star and Armani Exchange. We’ve moved the Werth brand a bit younger and more technical and casual. We have now recognised what the Peter Werth brand is about.”

He added: “We are not Abercrombie & Fitch, so there is no point designing a collection around a look like that.”

Tufnell said he expected some of the existing Peter Werth accounts to buy into the casual line, but that Werth would bring the company some new stockists.

Prices on tailoring will start from £80.

Peter Werth will also launch its first pre-collection ahead of the spring 09 season. The pre-collection will be delivered to stores on November 15. Tufnell said Peter Werth would now produce five ranges a year: the pre-collection, spring, a spring/summer injection, an in-season flash collection and an autumn collection.

Call 020 8805 9111 for details.

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