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.”