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Pure London spring 18: Drapers' pick of the brands

Drapers pick of the new brands and launches to know from the spring 18 edition of Pure.

A catch-up with with: Penny Oliver, founder of East

Why relaunch East’s wholesale arm now?

We’re thrilled to be back with wholesale. It was something the business was doing before, but it became difficult as we opened too many stores and the retail landscape changed with the introduction of online. However, there are many fabulous stores out there with a vigorous appetite for wholesale brands. Spring 18 felt like a good fit to relaunch wholesale because we always do well in the summer. We’re a house with many rooms and we have occasionwear, mother of the bride, holiday … We use lots of linen and have a timeless appeal.

What is the mood among buyers?

I think that in general people are feeling good: you can tell that the mood is positive at this show. Buyers are hungry for great new brands and for something different. They still want to be the first ones to have something new in their store or be the first one to have a brand in their area. Overall, East has had a terrific couple of months, too.

What inspired the spring 18 collection?

Our designer looked all over the world for inspiration – places such as Santorini and the Caribbean. Colour was very important and we come up with different stories for each collection. That’s very important.


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