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Vila sets sights on premium shoppers with Luxe launch

Vila, the womenswear brand owned by Danish brand house Bestseller, has introduced a premium sub-brand that will go head-to-head with high street retailers and brands such as French Connection, Ted Baker and Reiss for autumn 10.

Luxe by Vila taps into a romantic theme with elegant cuts and shapes and will cost about 30% more than Vila’s mainline. Wholesale prices for Luxe start at £10 and go up to £50. The collection has about 25 pieces including cardigans, shorts and dresses, all of which are made with high-quality fabrics such as silk, wool and leather.

Luxe will be sold via a selection of Vila’s 65 UK stockists, which include its biggest account, etailer Asos, department store chain House of Fraser and young fashion chain USC, as well as through new accounts.

Lærke Holmegaard, the sales agent responsible for Vila in the south of the UK, said: “We feel there’s a gap in the market. We’re targeting boutiques and will be going against brands like Ted Baker.

“There are lots of high-end boutiques and we’ll try to sell in them so [when customers are shopping] this is the more [value for money] offer. We’ll look to get the range sold in some of our more boutique accounts like [London-based chain] Oliver Bonas.”

Holmegaard said the range was targeted at women in their 20s and 30s, and added that the brand would target women who wanted their clothes to be on trend but have a “timeless look so that they can keep them that bit longer”.

The launch of Luxe is the latest in a string of young fashion companies to target a more premium market. Denim brand Pepe Jeans is set to launch a range called British Khaki for spring 11, targeting high-end indies. Etailer Asos this month also introduced a premium daywear own label called Asos White, featuring luxury fabrics such as cashmere and wool blends.

Vila has 150 standalone stores worldwide and more than 1,150 wholesale customers in territories including Scandinavia, Iceland,

the Netherlands, Germany, the Republic of Ireland and Estonia.

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