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Little White Lies eyes 60 accounts

Women’s young fashion brand Little White Lies is looking to sign 60 stockists for its first full season.

It has taken on womenswear agency Brand National to wholesale its spring 13 collection, and is looking to target indies following its exclusive soft launch in Urban Outfitters for autumn 12.

Angela De Napoli, managing director of Little White Lies’ parent company Rubywear, said: “We want to grow a strong indie business and not be reliant on the big online boys.” She said the brand had received a “great reaction”.

The spring 13 collection features 40 pieces ranging from printed playsuits and chiffon blouses to shift dresses with Peter Pan collars.

Wholesale prices for the range, which targets 18 to 25-year-old women, are from £20 to £55 with a three-times mark-up.

Brand National, which also represents Danish accessories label Becksöndergaard, will target indies including Boudoir Boutique in Liverpool and Avoca in the Republic of Ireland.

De Napoli said: “We’re concentrating on UK stockists for this season and then eventually we’ll be looking for autumn 13 to open it up to stockists in the US and other territories.”

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