Menswear brand Crombie is bolstering its support for domestic manufacturing by bringing production for key pieces back to the UK.
The 200-year old business already makes knitwear and accessories in the UK, but it will bring the manufacture of the majority of its rainwear and tailoring to the UK from Europe and Asia in response to demand from retailers.
“We are a very British brand and want to support that idea through bringing more manufacturing back to the UK,” said head of wholesale Gordon Ritchie. “There is a demand for [this].”
Crombie also plans to refurbish its three UK standalone stores this year, in London, Manchester and Edinburgh, in an attempt to broaden its appeal.
London’s Dover Street Market is among the indies stocking Crombie’s autumn 12 collection, which will help it appeal to a younger audience. Crombie has also been picked up by indies Autograph in Birmingham and Philip Browne in Norwich – it will be debuting in 12 UK stores for autumn 12, bolstering its UK stockist count to 16. Globally the brand has 40 stockists.
Ritchie said: “As well as department stores like Harrods, there’s a demand for us among boutiques. There is a big focus on heritage.”
After returning to international wholesaling for autumn 11, for autumn 12 Crombie will enter 15 new markets via stockists including Barneys New York, NK in Sweden and Wako in Tokyo.
Crombie’s sales reportedly halved last year following the closure of its loss-making stores.