Mainstream womenswear brand Tulchan is hoping to secure 80 new stockists in the UK over the next year by targeting a younger customer.
The knitwear specialist, based in Cowan Bridge, Lancashire, has upped the number of pieces in its spring 13 range by about 15% to include more contemporary knitwear and jersey pieces, as well as debuting bags, scarves and trousers.
According to Tulchan managing director Michele Needham, the brand has historically targeted customers aged 50 and over, but as these customers have got older, Tulchan has aged with them.
“We still have a very loyal Tulchan customer but the average age of these customers is now between 60 and 65,” she said. “As well as serving them, we want to attract a new generation of 50-plus customers.”
Tulchan has introduced more simplistic designs, reduced the number of heavily embroidered items and started using a more contemporary colour palette.
Wholesale prices for the collection will continue to range from £8.50 to £25, with a recommended mark up of 2.4.
The brand is also looking for its own standalone store and is exploring locations including Bakewell, Ilkley and Lytham St Annes.