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Newcomer Rack and Ruin eyes Firetrap market

Men’s young fashion brand Rack and Ruin is aiming to fill the gap left by Firetrap by targeting 60 stockists for
its first season.

The brand, which launched in the UK last week with a short-order range for spring 13 and a forward-order autumn 13 collection, is approaching former Firetrap stockists, although the brand’s founder, Terry Pearman, declined to name specific stores.

The brand will initially offer jeans, T-shirts, sweatshirts, knitwear and jackets. There are 30 pieces in the short-order collection and 50 pieces in the autumn range. Wholesale prices for spring 13 range from £9.50 for a T-shirt to £24 for a jacket.

However, Pearman told Drapers Rack and Ruin could add womenswear in the next two years if the brand
takes off.

Pearman was a sales director for Firetrap about 10 years ago, before leaving to set up his own business, Neat Distribution, which he has run ever since.

When Firetrap was bought by Mike Ashley-owned Sports Direct in March last year, Pearman said he anticipated that a lot of stockists would stop selling it, and decided to launch a new label to meet “demand from stockists for something similar”.

Rack and Ruin will be positioned with a similar price point to Firetrap, but at better margins of about 2.8%, compared with Firetrap’s 2.4%.

In October, it was revealed that Sports Direct planned to sell Firetrap in it stores priced about 75% lower than in the brand’s other stockists.

 

Readers' comments (1)

  • it can be 3.5 mark up as Bellfield,but has the brand got a journey plan or just trying to piggy back on the firetrap hole.??

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