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Wholesale brand Lily & Me launches consumer website

British womenswear lifestyle brand Lily & Me has launched a new consumer website.

The Gloucestershire-based company has been trading in the wholesale market as Amari since 2007, but merged with new brand Lily & Me in February. It positions itself alongside the likes of Boden, White Stuff and FatFace.

“We wanted to offer consumers a new twist on British fashion,” said director Ben Haywood. “We are a family run business and we produce clothes that mirror our own experiences by asking, what do real women want? Beautiful prints, clever shaping, quality and design are the things they value.”

The company said business has grown steadily and a move into the consumer market with was a “natural progression”.

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