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Plus-size brand Elvi launches new website in wholesale push

Plus-size womenswear brand Elvi is setting up a wholesale website, as it targets a mix of multiple and independent stockists for autumn 15.

The move comes after owner B Girl, a womenswear wholesaler based in London, revamped the brand last year to give it a younger, more fashionable and premium feel aimed at women in their mid-30s to mid-50s.

Elvi debuted a short order spring 15 wholesale collection at trade show Moda in February to introduce the new look to buyers. It will be available to buy through new site Elviwholesale.co.uk from April 21.

The collection includes coats, trousers, tops, skirts, jumpers and jumpsuits. Wholesale prices range from £8.95 for a cardigan to £53.74 for a mac.

B Girl has already signed up some stockists for the autumn 15 collection, including seven independent retailers in England and Ireland and a large etailer in the US, which it declined to name. It is also targeting department stores such as Debenhams and House of Fraser.

It will show the brand at Pure London on August 2-4 and is seeking agents in the UK and Europe.

Brand manager Jessica Archer told Drapers wholesaling felt like a natural next step after the trend-led overhaul: “We now feel totally confident about the brand and its new image and we feel there is a gap in the market for what we are offering to the plus-size customer.”

A Dutch brand launched in the 1940s, Elvi was bought by womenswear chain Country Casuals and introduced to the UK in 1993. At its peak in 2006 it had 30 UK stores, including a New Bond Street flagship, and 70 department store concessions.

However, 70 stores and concessions closed when the business went into administration in 2008. It was then bought by Bolton-based retail business Sharpnet, which shut more stores.

Now-dissolved retail company Gatefield Developments bought the brand in 2011 and shut the remaining 10 stores and concessions. It sold Elvi to B Girl in March 2014.

Transactional site Elvi.co.uk was refreshed on April 15, making it easier to navigate, with a greater emphasis on social media, incorporating competitions, giveaways and blogger reviews of the product.

@KirstyMcGregor


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