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Bastyan targets 25 stockists for autumn wholesale debut

Contemporary womenswear brand Bastyan is making its first foray into wholesale for autumn 12.

Bastyan, which until now has been sold through department store concessions and online, will exhibit its autumn 12 collection at womenswear show Scoop, which takes place on February 12-14 at the Saatchi Gallery in London. Designer and founder Tonia Bastyan hopes to secure about 25 stockists.

The Gallery Agency, based on London’s Great Titchfield Street, will represent the brand, with the autumn 12 collection available to view at its showroom from next week. Target stockists include Harvey Nichols, and designer mini-chains Matches and Flannels.

Bastyan said: “We aren’t adapting the collection for wholesale. It will be exactly the same as the collection we sell via our concessions. The brand has a boutique feel to it anyway so it will work well as a wholesale brand in its current form.”

In November, Bastyan opened a pop-up store on London’s Regent Street for the Christmas trading period, using the site to raise brand awareness. Bastyan has concessions in selected House of Fraser, John Lewis and Brown Thomas stores, and is also sold via its website,  www.bastyan.co.uk.

According to Bastyan, being a concession-only brand has been key to growing the business. Now that the name is more recognised, however, the next step is wholesale. Standalone stores are the long-term aim, she said.

Bastyan is also looking for an international agent as it looks to target markets including Germany, Russia, the Middle East and Canada.

Wholesale prices range from £50 for a woven top to £165 for a coat.

The brand was founded by Bastyan, one half of 1990s design duo Press & Bastyan, in June 2009, with the first collection launched for spring 10.

It is backed by Aurora Fashions, owner of womenswear chains Oasis, Coast and Warehouse. Under this set-up, Bastyan benefits from Aurora’s support network, including its supply chain and operations, but details of the financial arrangement between the two remain unclear.

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