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Admiral sees Gold in overseas markets

Men’s lifestyle brand Admiral Gold has set its sights on international expansion, capitalising on the continuing appetite for brands with an English heritage. 

A year on from announcing it would launch Admiral Gold – a collection of casual sports-inspired fashion – in the UK, owner Admiral Sportswear has now found licensing partners in Norway and Italy, with Scandinavia as an area of focus.

Tim Gardiner, sales and marketing director at Admiral Sportswear, said the aim for the Gold brand was to appoint partners overseas as components of its growth strategy. “There seems to be, as with Italy, an appeal for British heritage brands,” he added.

In the UK, the label is set to launch as a forward-order brand for autumn 12 and has enlisted the help of Juls Dawson of Just Consultancies and Andy Metcalfe from agent BB7 Fashion to target premium menswear indies and department stores.

The collection includes shirts, polo shirts, checked and chambray shirting, sweats, knitwear and jackets. Wholesale prices for polo shirts are about £17 and shirts £22.

Gardiner said: “I think established brands can demand a premium but we’re going back into the market with Admiral so we need to be realistic about prices.”

The brand has also commissioned the University of Leicester to research the brand’s history, and gather information on product and perception. It will use this to inform the design and development of future collections.

Last March, Drapers reported that sportswear brand Admiral would launch a collection of casual, sports-inspired fashion after being acquired by Admiral Sportswear, a company led by a group of senior sportswear executives.

Admiral Gold will show at menswear trade show Stitch in Islington, London, from February 12-13.

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