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Ccilu to land in UK for spring 13

Japanese brand Ccilu will make its UK debut for spring 13, as it aims to enter more than 140 countries.

The sports-inspired footwear brand (pronounced ‘chi loo’), which was launched in Japan for spring 12, will be distributed in the UK by Sole Velocity. The Sunderland business is one of 23 distributors to have been taken on for Ccilu as it bids to establish itself in 143 countries by spring 13.

Sole Velocity chief executive Gerry Walker hopes to secure stockists for spring 13 on a short-order basis, with stock arriving in the UK in the next two to three weeks. He will then supply forward-order stock for autumn 13.

Walker said he would target footwear multiples, etailers and indies, but would not be drawn on specifics.

“We are confident that the brand can be a success here in the UK, looking at how well it has already done in Japan and also the quality of the product,” said Walker.

He told Drapers the team had “narrowed down” the number of styles available from more than 120 to 80 suitable for the UK market.

Sole Velocity is also planning to launch a transactional website for the brand,, in the next couple of months.

Wholesale prices for Ccilu range from £16 to £25.

Readers' comments (2)

  • It will be interesting to see how this Crocs / Swims mashup does. Swims are cool but unaffordable (soooo expensive!), and Crocs are affordable but ugly. Unfortunately, these are affordable but still ugly! I think there is definitely a gap in the market for an affordable and cool, holiday / beach / everyday shoe made out of that Croc material though.

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  • Isnt that gap already filled by Mocks?

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