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Twenty8Twelve pours cash into denim to drive global expansion

Womenswear brand Twenty8Twelve has made a multimillion-pound investment, ramping up its denim collection for spring 13 as part of plans to significantly expand its stockist base.

The investment of between £4m and £6m will see the British premium brand double the amount of denim on offer, as it looks to position itself against established US West Coast offerings such as J Brand.

On the back of the extended denim range, the business, which is owned by a coalition of companies including Pepe Group, plans to target a broader range of stockists with both its denim and mainline collections, although it will continue to focus on premium retailers.

At present Twenty8Twelve has 77 UK stockists, including York premium indie Sarah Coggles, and 411 international stockists. It hopes to grow its global total to 750.

The new denim collection will comprise 17 styles with 40 options, many of which will use photographic print and laser-etched finishing designed to offer more intricate detailing than is usually available on denim.

Although some of the denim range will be manufactured in the UK, most will be carried out in Italy.

Wholesale prices for the denim collection will be positioned to compete with key US denim brands, starting at £43 and topping out at £64. 

Twenty8Twelve’s investment in denim follows the departures of Sienna and Savannah Miller as co-creative directors at the start of the year. Their last collection for the brand was spring 12.

Twenty8Twelve managing director Nish Soneji said: “The brand now finds itself at a point that calls for more investment – that was partly the reason why we stopped working with the sisters. We are ready to grow and that needs investment.

“Denim has always been an element of our collection – at the moment it makes up about 30% – but in the past two or three seasons we’ve experienced a significant rise in denim sales, and so we are answering the call from the consumer.”

The investment, largely from an unnamed investor, is also being used to launch the brand’s first ecommerce platform later this month, as well as a major advertising campaign that will be rolled out in the autumn.

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