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The Idle Man ramps up own-label in expansion drive

Menswear etailer The Idle Man is bolstering its own-label ranges, as it takes aim at the US market.

The etailer is aiming to grow its own-label business to account for 50% of revenue by the end of 2018, it currently makes up around 25%. 

As part of this strategy, the business is rolling out new own-label product categories including footwear and tailoring, which are set to launch next month. It currently offers jerseys and denim.

The Idle Man plans to stock 450 own-label products for autumn 17, expanding to 600 for spring 18. It currently lists around 300 on its website.

The etailer is also aiming to push its wholesale ranges in the US. Following the launch of its US online store in July, founder Oliver Tezcan said its business in the region accounts for around 20-25% of total revenue.

Further expansion is in the pipeline, with Tezcan highlighting Australia, France and Germany as natural markets in which to develop an online presence.

The etailer is also contemplating more store locations in London, adding to its existing unit at Leather Lane in Clerkenwell.

Tezcan said: “The big focus for us is on our own-label collection, international expansion and looking at different options for pushing our brand out to other audiences – we are seeing a lot of opportunities here. The business is seeing phenomenal growth, with revenue up 100% year on year.”

Last year, Channel 4 invested £2m in the business through its media-for-equity Commercial Growth Fund. The deal comprised a credit line for TV advertising.

The business, which logs 2.5 million monthly users, sells around 100 third-party brands. New labels for autumn 17 include Paul Smith and Woolrich. It also launched a grooming product collaboration with London store Beast earlier this month.

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