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Selected Femme adds daywear for spring 10

Danish womenswear label Selected Femme has added a raft of more casual, everyday pieces to its collection for spring 10 in an effort to create a more comprehensive offer and increase sales.

The brand, which is going into its fourth season, will offer cashmere knits, printed cotton tops, more denim and daytime tailoring, such as boyfriend blazers and tailored silk linen pieces, for next season.

The injection of casual pieces will take the collection from an eveningwear-heavy range to a 60:40 split in favour of daywear, and will result in the average wholesale price of the collection dropping 25%.

Selected Femme UK and Irish sales agent Julie Osborn said: “The first few collections have been very glam, made with beautiful silks and organza with lots of intricate detail, but we were worried that people would only shop at Selected Femme for these one-off pieces. We want customers to be wearing our product every day too, which is the ethos behind the inclusion of more daytime styles.”

Selected Femme is part of the Bestseller group, which also owns young fashion womenswear labels Vero Moda and Vila, denim brand Only and menswear label Jack & Jones. Selected Femme is the most premium of the Bestseller labels, and makes up 5% of Bestseller’s global sales.

Bestseller country manager for the UK and Ireland Allan Nielsen said: “We expect Selected Femme’s profits to grow by 50% for the UK in the next year, which will be made up by new accounts, but hopefully also by existing stockists buying deeper into the revamped range.”

Wholesale prices for Selected Femme’s spring 10 collection range from £6 to £90. For more details, call 01763 846080.

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