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Thought offers higher-margin pricing

Sustainable clothing brand Thought has launched a new pricing model for spring 18, designed to increase margins for its wholesale customers.

Formerly known as Braintree Clothing, Thought is offering a 2.6 average mark-up, up from 2.5, across the collection after reducing wholesale prices and “sacrificing some wholesale margin”.

The brand said it has spent time considering both the “challenges its stockists face” and “a number of initiatives” to help them maximise sales opportunities.

Founder John Snare said: “We felt it would be an especially strong message based on the current economic climate and to further establish the great relationships we have with our existing retail customers – as well as broadening our appeal to the wider market.

“Our wholesale customers will always be our number one priority and therefore we will always look for ways to ensure that our partnerships are working to the best possible level.”

Thought’s collections are made from sustainable and recycled fibres such as organic cotton, hemp and bamboo.

Braintree Clothing rebranded to reflect the brand’s ambitions to move upmarket.

As part of the rebranding, Braintree redesigned and replatformed its website, and changed its domain name from to

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