The Turkish denim brand has been a hit up north for two years and is now looking south for growth.
Since it was introduced into the UK two years ago by Richard Dean and Rob Hilditch of fashion agency Cornershop, Turkish denim brand Cipo & Baxx has built a stockist base of 95 independents including Drome in Liverpool, Intro in Manchester and footwear chain Footasylum, where it sits alongside the likes of Dutch denim brand G-Star and Japanese label Tough Jeansmith.
“The success we’ve had in the north has been phenomenal and we are really keen to repeat that down south,” says Dean. In an attempt to spearhead this southern push, a London showroom will open in east London’s Brick Lane in January and a transactional website, www.cipoandbaxxjeans.co.uk, will launch at the end of this month in conjunction with an as-yet-unnamed “major etail partner”.
In a market fairly well saturated with denim brands, Cipo & Baxx’s point of difference is not only its heavily detailed product – rivets and studding are liberally splashed across styles, while other twists include three-tiered waistbands, coated fabrics and heavily worn washes – but via its stock service. The brand does not sell in seasons, explains
Dean. 90% of the range is short order. Instead, the 3,500 sq ft Manchester showroom opens once a fortnight so customers can view new product and place orders that are delivered as quickly as two weeks later.
Dean says that some indies sell up to 150 pairs of Cipo & Baxx jeans a week. “It is fast paced, but our stock service is our USP and is serving us very well at the moment as stores are unsure of how to forecast their buy nine months ahead in the current climate.”
Tracy Ann Forster, buyer for indie Di-Moda Clothing in Cleethorpes, Lincolnshire, agrees that Cipo & Baxx’s stock service is one of its strong points. “The deliveries are really good and being able to order new stock as and when we need it works really well for us. The label is one of our best-selling denim brands and the customers really like the detail.”
As well as denim, the brand also offers footwear, underwear, accessories and a women’s collection, which includes tops as well as jeans. “Womenswear is an area we are very focused on growing but we are finding the market less receptive to women’s denim brands at the moment,”
“We’ve told the brand we need a more UK-relevant collection for the women’s market, so Cipo & Baxx is bringing on board a UK-focused designer. It’s a sexy collection but needs a bit of tweaking.”
Wholesale starting price for denim
Proportion of Cipo & Baxx’s UK sales which are made up of denim
Year Cipo & Baxx launched in UK
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