German womenswear brand Olsen is planning to target UK department stores for autumn 13 with a streamlined collection.
UK and Ireland managing director Angela Blundell said she was looking to secure both small independent and larger department stores on top of ther existing 350 stockists Olsen has in the two countries. Current wholesale stockists include Fenwick, Hoopers and Pamela Scotts in Dublin.
“The brand is going through a five year transition period, which began 18 months ago, and as part of this we want to expand customer awareness of Olsen and reach out to a wider audience,” she said.
As part of the transition the brand, which is headquartered in Hamburg, has merged its German and international collections into one global collection, halving the number of items from 300 to 150.
“Having just one collection gives the brand a clear global message across both its standalone retail stores and wholesale accounts,” added Blundell.
The autumn 13 collection is the first to be designed by Olsen’s new head of design Lorenzo Cassis and focuses on prints, knitwear and outerwear.
Olsen moved to a new larger showroom and office space on London’s Mortimer Street in December.
“Our focus this year is not to show at tradeshows - we want customers to visit us in our new showroom and see the collection in its own environment,” said Blundell.