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New design boss to net fresh looks for Weird Fish

Lifestyle brand Weird Fish is ramping up its womenswear collection for autumn 14 as it introduces fresh product categories under a new head of design.

Bethany Phillips, who joined the brand at the start of the year and has formerly held design roles at both White Stuff and Saltwater, will oversee the addition of between 20% and 25% more pieces to the collection.

She said her aim was to make Weird Fish “fit for purpose”.

Phillips told Drapers: “At the moment the brand is heavily dominated by fleece and outerwear. I want to broaden that to include things like more knitwear pieces, skirts, tunics, prints and jersey.”

Phillips is broadening the brand’s colour palette to create a range of options for each item for autumn 14, which will be her first full collection.

Wholesale prices range from £8.50 to £35.50, but Phillips plans to widen the pricing architecture at the top end to include a more premium line, featuring European-manufactured knitwear pieces.

She hopes that making these changes will widen the brand’s appeal and win new stockists.

“At the moment a lot of the stockists are surfwear or outdoor retailers. Hopefully once we offer a broader range we will appeal to more womenswear boutiques,” she said.

The brand exhibited at trade show Pure London for the first time this season and is planning to continue to build its trade show presence in the future.

Weird Fish has around 800 doors in the UK.

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