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Lee to ramp up distribution on back of expanded offer

Denim brand Lee is to stretch its distribution following the launch of a raft of new sub-collections.

International president Giles Laumonier said he planned to follow the strategy of brands such as Adidas and serve all levels of the market with different product ranges.

Lee launched a 50-piece collaboration collection with Vivienne Westwood for autumn 10 as well as a heritage collection called Denim Icons, which champions Lee’s signature pieces such as the Rider, the brand’s original tailored denim jacket. There are also plans for at least one flash collection each season to ensure stockists get newness in store.

Wholesale prices on denim range from £22 to £84.

Laumonier said he had focused on targeting key independents since he joined the business from bag brand Eastpak, where he was responsible for global sales and international marketing, in December.

He said: “We will go from the lower to the higher qualitative and have that stretch in distribution in the same way as brands such as Adidas do. We have our 101 range at the top end and then our more commercial mainstream line.”

The denim brand celebrated its 120th anniversary last year.

Lee has 250 stockists in the UK and one standalone store in London’s Carnaby Street.

For more information, call 0845 600 8383


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