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Portugal’s Lanidor plans UK assault

Portuguese contemporary womenswear and lifestyle brand Lanidor has set its sights on sales of more than £8m in the UK within the next three years following its wholesale launch for spring 11.

Lanidor business development manager for northern Europe Mark Kelly told Drapers that the long-standing brand is positioned between Spanish fast-fashion chain Zara and US giant Gap’s Banana Republic. Its offer includes separates, outerwear and accessories, with wholesale prices starting at €20 (£17) for blouses and rising to €150 (£125) for coats.

Lanidor has 135 stores across Europe, Africa and the Middle East - including one in Dublin and one in Belfast - as well as a transactional website. Kelly said he hoped to secure 40 wholesale accounts in the UK in the next 18 months.

He is also targeting department stores including John Lewis and Selfridges, which have a similar positioning to Spanish department store El Cortes Inglés, where the brand is already stocked.

Lanidor also plans to show at womenswear exhibition Pure London next February or September.

Kelly said: “We are positioning ourselves as more competitive on price than Banana Republic but better quality than Zara.”

He added: “We are realistic about our position in the market - we’re not cutting-edge fashion but we’re a fashionable and stylish brand that sells great clothes at a mid-range price.

“We’ve been in this business for more than 44 years. We understand the consumer, what they want and how much they are willing to pay.”

Kelly said the UK market had the potential to be bigger than the company’s Spanish arm, its second biggest market behind Portugal.

The Spanish division turned over £8m in the year to the end of 2009. The Lanidor group predicts total sales of €82m (£68.2m) to €83m (£69.1m) for 2010, compared with €75m (£62m) in 2009.

Lanidor will also launch wholesale operations in France and Germany for spring 11.

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