Reading-based womenswear brand Eden Row is launching for autumn 14, with wholesale orders being taken now for a September delivery.
The first collection, Premier, takes inspiration from key catwalk looks, with fitted pencil dresses featuring cut-out shoulder detailing, contrast geometric panels of turquoise, white and red. Founder Mimi Brown told Drapers that the brand is looking to support local and smaller businesses, so independents will be the key target. The brand will not have its own e-commerce to prevent competition with stockists and will enforce a strict minimum radius between each. Wholesale prices on dresses start at £42.