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New boss at Berlei and Gossard labels

Gossard and Berlei owner Courtaulds has appointed Tony Jarvis as managing director of the two lingerie brands.

Jarvis has a long-established career in the branded lingerie market, having previously worked as sales and marketing director of Triumph International before leaving the industry to run
fragrance and candle brand Kenneth Turner.

Jarvis took up his new role this week and said he planned to continue to differentiate the two brands to build market share.

He said: “Gossard is going back to its roots and is all about glamour. Berlei is about comfort and fit and will also go back to its heritage to focus strongly on the mature market.”

He said July sales were up “considerably” on the same month last year and that stockists had been very receptive to the ranges for both spring 10 and autumn 09, when the stronger differentiation began to show through in the design. He added: “It’s a highly competitive market at the moment and buyers are telling us this is what they need.”

Jarvis said he would address price architecture, but added that he did not intend to increase prices where possible. He said: “Our prices will reflect the amount of work we put into design and the quality of the pieces, as well as changes in the cost of materials. We will offer good value; the prices will be realistic.”

Jarvis said he had no plans to alter distribution and added that independents, department stores, mail order and etailers all remained important retail channels for the brands. He said: “It is too early for me to make changes. For now, the focus will be on growing distribution, initially in the UK and Ireland.”

Supplier Courtaulds bought Gossard and Berlei from DB Apparel in February 2007.

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