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The Hut Group launches new brand and takes upmarket

Etailer The Hut Group is supporting British manufacturing with the launch of its outerwear brand Knutsford.

The brand, which launched exclusively on this week, focuses on limited edition pieces including coats and knitwear made in UK factories.

For the launch the label features 10 coats - with limited runs of only 100 of each style produced by Manchester manufacturer Cooper & Stollbrand - and four styles of knitted jumpers made by Johnstons of Elgin. Gloves and cashmere scarves are also available.

Head of design at Knutsford Sarah Pardoe said the brand would support British craftsmanship. “We are seeing a revival in British trade and it’s really important for us to be part of that. Knutsford is all about quality and the product, so we wanted to manufacture in the UK to bring a sense of heritage to the brand.”

Knutsford will be available for wholesale from early next year and the team want to expand into jersey and shirting from spring. Wholesale prices range from £25 for gloves to £360 for outerwear.

Meanwhile, accessories etailer, also owned by The Hut Group, will relaunch next week (November 17) with more premium brands.

The website, which stocks 20 high-street brands including Ted Baker, The Cambridge Satchel Company and Fiorelli, will introduce 10 labels including Aspinal of London and Karl by Karl Lagerfeld in order to “elevate the site to a higher level”.

Stephanie Mcnally, senior accessories buyer at, said the business wants to emulate the accessories floor at Selfridges with the brand mix.

“No one else is offering just premium accessories online and there is a real appetite for it. We work with many of the new labels for the Coggles website so we want to attract the Coggles customer to”

Four or five of the brands currently stocked on, including French Connection and Calvin Klein, will move onto from next week.

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