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Concept Fashion puts new focus on own brands and supply arm

Concept Fashion, parent company of women’s young fashion brand Little Mistress, is refocusing to put greater emphasis on its own brands and private label supply business.

The agency side of Concept Fashion will be scaled back, with Danish womenswear brand Saint Tropez dropped from the portfolio. It will continue to represent Danish young fashion brand Ichi alongside its own brands, which include new launches Paper Dolls and kidswear brand Little Missdress, as well as Little Mistress.

Short-order label Paper Dolls, which launched in February at trade show Pure London, will make its retail debut in three weeks’ time via etailers such as Asos and Very, as well as on Next’s website.

Concept Fashion managing director Mark Ashton plans to expand the women’s young fashion brand for autumn 13 and has recently employed two additional designers.

Concept Fashion is also stepping up the amount of private label work it does for the high street, producing own-branded product for young fashion retailers including Jane Norman, Republic and Arcadia.

According to Ashton, the company is aiming to increase turnover for this part of the business from £7m to £10m within a year. “We’re in a great position to move forward and dramatically expand our private label business within our existing key partners, and start up with new business,” he said.

As a result of the refocusing, Concept Fashion has taken a new showroom on London’s Great Titchfield Street, which will house the private label business.

Its existing Great Portland Street showroom will continue to house Ichi, Little Mistress, Little Missdress and Paper Dolls. “The high street private label business is completely separate to our branded business,” explained Ashton.

Saint Tropez will remain in the UK but will now be sold via London agency Love Brands.

Little Mistress is expanding its licensing partnership with etailer Very by adding to the clothing line with a collection of licensed lifestyle products including accessories, bags, footwear, jewellery, bedding, swimwear, nightwear and lingerie, available from May.

Price points for the full collection will range from £20 for basic nightwear through to £100 for top-end footwear.

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