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Retail expansion high on Forever Unique’s agenda

Premium short-order womenswear brand Forever Unique has outlined plans for retail expansion and will launch a higher-priced premium range and its first forward-order offer.

Forever Unique, which sells via 250 UK wholesale accounts, as well as via its own website www.foreverunique.co.uk, wants to capitalise on its rapid online sales growth with the opening of standalone stores.

Managing director Sandeep Malhotra expects web sales, which account for 25% of turnover, to double for autumn 10 compared with autumn 09. He will open outlet and full-price stores from 2012 in cities including London, Manchester and Liverpool to reach 10 standalones by 2015.

Forever Unique, which is stocked by Asos and Shop Direct Group, will also launch its first forward-order range for spring 11. Malhotra said: “Orders from multiple accounts are growing each season and I know many would buy forward order.”

Forever Unique is also developing a higher-end limited-edition premium sub-brand with prices 50% higher than its current £30 to £250 wholesale price range, which will target the likes of Harvey Nichols and Selfridges. Its launch date is yet to be confirmed.

The company also relocated from a 9,000 sq ft site to a 30,000 sq ft head office, showroom and warehouse facility in Manchester and opened a 2,000 sq ft showroom on London’s Mortimer Street last month.

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