Eveningwear and occasionwear brand Bernshaw has repositioned its collection for spring 14, introducing bright colours, geometric prints and coloured lace.
The redesigned collection, aimed at women aged 35 to 50, follows four months of research with stockists and customers. The research found the brand had a strong heritage but had “lost its way”.
Bernshaw director Alex Bernstein said it has introduced greater versatility into its offer as a result of the research, with dresses suitable for day-to-night and appropriate for events such as the races, summer evening parties and weddings.
Wholesale prices start at £80 for day dresses, rising to £150 for longer, more glamorous gowns. Bernshaw recommends a mark-up of 2.8.
Bernshaw, which was founded by the Bernstein family in 1945, has 100 UK stockists and a further 30 worldwide, including in Singapore, Germany and Australia.