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Superga aims to be a trendsetter

Footwear brand Superga is planning to take a more trend-led direction from spring 15, as the Italian business boosts its UK presence with a third shop in London.

The new 280 sq ft store on 218 Chalk Farm Road features scaffolding shelving units ifluenced by the industrial feel of nearby Camden Lock. The brand’s other two UK stores are in Soho and Covent Garden but it is also on the hunt for a store in east London, although there is no time frame for this.

From spring 15, Superga’s collection will have a more directional focus, moving away from its “basic comfort” styles, brand manager Fraser Hamilton told Drapers.

“Our canvas shoes are still our biggest seller but we’ve realised there’s so much more we can do,” Hamilton said. “Going forward there will be a much bigger element of fashion in the range, with the use of new colours and materials from spring next year, which will be influenced by the catwalk.”

He said the reason for the change in direction was to keep enticing customers at its higher-end stockists, including premium London retailers Matches and Start, and etailer Coggles.

“Our shoes tend to appeal to customers who shop in these stores and we need to keep them excited,” Hamilton said.

Superga, which has 160 UK accounts, also plans to up its presence in southwest England, where it has about 10 stockists. Wholesale prices range from £16.67 for canvas sneakers to £41.66 for nubuck sneakers.

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