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Pomodoro

The mainstream womenswear brand has listened to its 700 UK stockists’ requests to expand its offer

With some 700 UK stockists, mainstream womenswear brand Pomodoro must be doing something right.

For autumn 10, Pomodoro, which is showing at womenswear show Pure London this week, has expanded its outerwear range - “we previously only did the odd jacket,” says brand director Noreen Puri - to include wool-blend jackets and coats and padded jackets. “Customers had been asking us for more outerwear, so we have added more depth to the offer,” says Puri.

Pomodoro’s customers had also been asking the brand for more accessories. “We’ve added a lot more scarves belts, bags and jewellery to give our independent stockists a complete lifestyle offer which they can display in their windows,” Puri explains.

“We’ve used colour blocking on the accessories to help them stand out in retailers’ window displays.”

In contrast to the predominantly dark palette seen across many womenswear collections for autumn 10, Pomodoro has ensured its offer stands out from the pack with bright shades of cerise, red, purple and olive. “Colour is key to our collection for next season and women are looking for something to cheer them up. Colour also injects newness into their wardrobes,” says Nuri.

Wholesale prices remain competitive, ranging from £18 to £45, and the brand’s mark-up hovers between 2.5 and 3.

As for silhouettes, Pomodoro offers “easy-to-wear floaty styles, fine Lurex knits and boyfriend leopard-print cardigans, a trend that has taken a little while for our customers to accept,” says Nuri. “Maxi dresses are also doing well and we have two styles for autumn 10 - an animal-print version and one with a jewelled neckline.”

Over the past 12 months, Pomodoro’s turnover has grown 20% as a result of existing customers buying deeper into the brand. “We’ve also grown our export business,” says Puri. “We’ve already shown at [womenswear shows] Prêt à Porter in Paris and SIMM in Madrid for autumn 10 and had a great response.”

The brand is stocked in 12 countries, including Italy, Spain and Greece, and Nuri is now ready to attack the Brazilian market. “Because it’s the opposite season in Brazil [when it’s winter in the UK, it’s summer in Brazil], we can feed the market with our best-sellers,” she says. “We’re also looking at Australia.”

Back home, the brand’s UK agents have reported good feedback so far for autumn 10. “Indies have had healthy sell-throughs and our deliveries have been on time,” says Nuri.

Essentials

  • Number of UK stockists: 700
  • Number of countries in which the brand
  • is stocked: 12
  • Rise in the company’s turnover over the past 12 months: 20%

Pomodoro 020 8961 4000
www.pomodoroclothing.com

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