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Pretty Green to trial retail via pop-up shop

Pretty Green, the menswear label set up by Liam Gallagher - frontman of rock band Oasis - will open a temporary store this month to test a retail offer before a possible roll-out.

The brand will open the pop-up store, understood to be on London’s Carnaby Street, at the end of the month. The store, which will trade for at least three months, will sell the summer 10 collection, which includes T-shirts, scarves and parkas at prices between £75 and £480. The brand is currently sold via its website and 60 stores including Selfridges and Xile. Wholesale prices range from £25 to £160.

Pretty Green chief executive Richard Ralph said: “Summer is a great time to open the store because of the tourist trade. We’ll take a view [on opening it up for longer] after three months; we’ll see how it goes. It will form the basis of whether we move into retail.”

Pretty Green, established in 2009, is also setting up wholesale distribution in markets such as the US, Italy and Japan. It already has wholesale accounts in Copenhagen and Paris.

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