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Q&A: On the stand with...

Manel Adell, partner and chief executive, Desigual

What’s new for spring 13?

The range has gone through a huge evolution and if you take a closer look you’ll see that our spring 13 collection is very special. Accessories is a huge growth area for us. We’ve doubled the number of styles in the category this season, and we’re offering something fresh that the customer couldn’t get before. We’ve also launched babywear for the first time, and grown our footwear collection, which is now in its third season.

Why do you show at Bread & Butter?

We’ve exhibited at B&B for the past 10 years, more than 18 editions. For us it’s a meeting point with customers, and I also think it’s the most international trade show in our industry. It has not only helped us grow in the German market, but also in most central European markets, Austria, Switzerland, and in northern France. Some of the larger brands may have pulled out this season but others are still here. Everybody is experiencing the economic crisis and some of the large brands are suffering a lot with the sales, so they’ve had to keep costs under control. We exhibit at all of the major shows, including Who’s Next in Paris and Pitti Uomo in Florence. Pitti is interesting, but Bread & Butter is the wildest.

How are you planning to grow your UK business?

Simply by being present in the market via our stores and online. The UK is one of our fastest-growing markets online, but we find it hard outside of London in terms of sales, to be honest. However, that seems to be a generic problem for everyone in the UK. So we’re happy with our Regent Street store for the moment, but we are still looking for a good location in the Covent Garden area.

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