UK-manufactured occasionwear brand Jaego London is creating two new brands in a bid to more than double its stockist count.
For spring 13, it will launch eveningwear brand Incognito and bridalwear brand Intuition. Both will be made at Jaego London’s Haringey factory in London.
Incognito will be launched at trade show Moda at Birmingham NEC on August 12 to 14. According to Jaego London managing director Sopho Sofocleous, it will have lower wholesale prices than Jaego London, ranging from £85 to £120 compared with £150 to £495.
Jaego London, which specialises in mother-of-the-bride outfits, has 60 UK stockists in the UK comprised mainly of occasionwear indies including Cream in Royston, Hertfordshire, and Drop Dead Gorgeous in Bath.
“The mainline has been going for eight seasons and now it is the right time to widen our appeal and move in another direction with the introduction of an eveningwear brand,” Sofocleous said.