Its cool, edgy look is earning this contemporary brand a following among directional retailers
Contemporary brand Stolen Girlfriends Club, a favourite of the young and the hip, has set its sights firmly on growing its UK market share for autumn 10.
The New Zealand brand has made waves in the UK since its introduction for spring 10, with US actress-turned-rock-singer Juliette Lewis, Australian actress Kate Bosworth and socialite Peaches Geldof all spotted wearing it.
After the brand gained widespread press in influential magazines such as ID and Nylon in Japan and elsewhere in Asia, agency Robinson Pfeffer signed it up for a UK launch.
“We work with exactly this type of brand. It’s edgy, quirky and has that cool element,” says the agency’s co-founder Andrea Pfeffer.
“The brand had organic growth from a strong online awareness and buyers and press from London, Paris and Berlin started taking an interest,” Pfeffer adds.
Stolen Girlfriends Club’s offer encompasses menswear, womenswear, footwear and jewellery. Autumn 10 will be its ninth season since it was founded in 2005 but only its second season in the UK.
The autumn 10 collection is based on nomads and Gypsies and references the biker trend, with gold zip detailing, metallic zips and studs, while ripped velvet jeans and lace ruffle shirts nod to the texture trend for women. Crochet knit cardigans and oversized cable knits feature for both men and women. Colours veer from grey and cream to sapphire blue and burnt orange.
In its native country and in Australia, the brand’s stockists include directional stores such as Comeback Kid in Melbourne and Black Box in Auckland. In the UK, department store Liberty and London designer indie Start have been quick to buy into it, as has etailer asos“>Asos.
Start picked up Stolen Girlfriends Club this season and attributes its success to its young, laid-back attitude and good price points.
Wholesale prices range from £27 to £110 - it sits alongside labels such as premium denim specialists Acne
and APC and footwear brand
Start buying assistant Charlotte Pilz says: “A particularly good seller for us was a black jersey dress with criss-cross mesh back and neon zip. It’s a really fun, versatile piece.”
Stolen Girlfriends Club has six accounts in the UK and aims to grow by a further three to five for autumn 10.
“The brand wants longevity and is looking for stockists nationally that have the right attitude for this brand,” says Pfeffer. l