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Von Follies ups range to attract new stockists

Von Follies, the lingerie range designed by US burlesque dancer Dita Von Teese, is expanding its collection for its second season in a bid to secure
more stockists.

Australian manufacturer DCI Corporation, which worked on the range with Von Teese, told Drapers the spring 13 collection would comprise 100 pieces, compared with the 65-piece autumn 12 range which debuted in the UK last month.

The new range will introduce swimwear and sleepwear alongside Von Follies’ existing offer of bras, knickers, corsets, stockings and suspenders.

Bra styles are available in an A to G cup to fit a 32 to 48 back size. Retail prices range from £16 for knickers to £90 for a corset.

Von Follies has been exclusive to etailers Asos and Stylebop as well as department store chain Debenhams for its first season.

However, DCI general manager Helen Anderson is on the lookout for further accounts for the spring drop, which will hit stores in May. “The new collection is very wide-ranging, which means there are pieces that lend themselves to department stores, while other parts of the range will sit well in independent boutiques,” she said.

Anderson would not be drawn on names of any target stockists but said she was hopeful the brand could be “widely” distributed in the UK.

Von Follies, which initially launched in Australia in February, is also sold in France via etailer Glamuse. A US roll-out is planned in the next nine to 10 months.

 

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