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Saint Tropez eyes UK wholesale expansion amid rebrand

Danish womenswear brand Saint Tropez is eying expansion through UK department stores and etailers, as it launches a rebrand complete with new logo and clearer customer profiling.

The brand’s new visual design, which will include a revamped logo and new colour tones for its website, apps and bricks-and-mortar offerings, will be unveiled to the public on 11 January.

The business is in talks to launch wholesale partnerships with large UK retailers including Debenhams, John Lewis, House of Fraser and Asos for autumn 18 as part of its revamped image.

Saint Tropez is currently stocked in 116 retailers in the UK, which are mainly independents.

The business, which operates 40 standalones in Denmark and Sweden and has more than 1,000 stockists in Europe, highlighted the UK and Germany as key areas for sales growth through wholesale expansion.

CEO Sofie Lindahl-Jessen, who joined the business in October from Danish design company Republic of Fritz Hansen, told Drapers the brand previously lacked a “clear and strong” design and customer profile to attract new stockists.

The new autumn 18 collection will feature bolder colours and a range of sustainable clothing, including jeans washed with “less than a cup of water”.

The new target customer, drawn up by Lindahl-Jessen, is a female shopper aged over 30 seeking affordably-priced products.

She explained the brand previously did not single out specific customer groups and did not use a targeted marketing strategy, resulting in a “confusing” and irrelevant brand message.

She said: “Our branding was due for a change. The rebranding addresses our new target customer of the multifaceted working woman who loves fashion, but has a value-for-money approach. We believe there is a gap in the market in this segment.”

Wholesale prices for autumn 18 remain similar to autumn 17, starting at £12.95 for a top and going up to £122.20 for a pair of leather stretch leggings.

The brand, which posted annual turnover of €41.8m (£37m) in its 2015-16 financial year, was founded in 1986 in Danish seaside village Hornbæk.

Danish fashion company IC Group bought the brand in 2002. It also owns premium brands By Malene Birger, Peak Performance and Tiger of Sweden as well as a majority stake in Designers Remix.





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