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SC51 and Fullcircle menswear to cease trading

Brandhouse World Design and Trade (WDT) is to ditch young fashion brands SC51 and Fullcircle menswear.

WDT said it would axe the brands following an “extensive” company review, despite the fact SC51 has traded for just two seasons.

Deliveries of SC51, which launched in August 2009 as a rebrand of men’s young fashion brand Sonneti, will stop from next January.

Premium young fashion brand Fullcircle menswear will cease trading following delivery of its spring 11 collection. Fullcircle womenswear will continue to trade and WDT said it plans to strengthen investment in the division.

WDT will also continue to build young fashion brand Firetrap by increasing its wholesale and retail presence, and moving into the German retail market. The company said global wholesale sales [of the brand] had grown 40%.

Asbed Momdjian, chief executive of WDT, said: “This extensive review has been undertaken to create a more focused business agenda for WDT and ensure long term growth for our brands.

“Our aim is to become a major player in the global fashion market by creating recognised and respected high street labels. I believe that, accompanied by our values of  excellence, passion, energy, enthusiasm and ambition, our plans will result in stable and long term growth and business health.”

Readers' comments (5)

  • WDT has lost it's major contributors to the business hence why the company is nolonger doing well. Maybe if these employees were still there WDT wouldnot have to get rid of the Mens collection.

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  • SC51 was not a brand. Everyone knew that in the trade, apart from WDT themselves it would seem. The last two years at WDT seem to be of utter confusion. Where do they go from here?

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  • The only brand within WDT that has growth opportunity is Firetrap... Which has always been the Jewel in WDT's crown for a number of years, but has yet to make a major impact on the Global denim market. There is a hope that with the closure of these two brands it will refocus WDT as business and develop a clear DNA for it growth. I doubt that Full CIrcle Womenwear can maintain itself as a solely womenswear business, when the mid market womenswear market is so crowded, has no USP and competes with established High Street brands, such as Reiss, FCUK in the UK and Globally. Sonneti & SC51 were held on by WDT for far too long and although it's a great loss for what was an established brand, It had lost its focus/position in the last 5 years.

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  • As WDT have only concentrated on Firetrap in recent years, it's no surprise to hear the demise of SC51/Full Circle Menswear. Full Circle womenswear will disappear within a year, so that will leave just Firetrap - but the irony is that the brand will not be enough. They need to come up with something new and different - and fast.

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  • Firetrap used to be know for their quirky touches on their denims in the past but over the last few years they seem to have lost their edge, i would like to see them focus now on bringing firetrap up to date and give the consumer that little extra niche touch.

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