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BoBelle repositions as luxury bag label

Leather bag and accessories brand BoBelle London is repositioning as a more upmarket brand, introducing higher-end finishing and pushing up its price points.

Under the new price architecture, which will be introduced in April, retail prices will start at £80 for a purse and go up to £600 for a large leather travel bag. Current prices range from £35 for a purse to £245 for a bag. Higher-end finishes will include more expensive clasps and detailing.

According to BoBelle London founder Claire Watt-Smith, the move to become a more luxury brand is in response to customer demand.

“I always listen to my customers and increasingly people want luxury accessories that they can invest in and that will last,” she said.

Watt-Smith worked with Marks & Spencer last year on an accessories and bags line for its Autograph range, BoBelle for Autograph, but there are no plans to continue the collaboration.

Watt-Smith said: “It was an absolutely incredible experience to be able to work with M&S and it gave the brand so much exposure, but it was a one-off.”

She added that, as part of the repositioning, BoBelle London would look to target stockists including the entire Fenwick group – the brand is already stocked in selected Fenwick stores – and Selfridges. Its existing 90 stockists comprise department stores and independents.

Watt-Smith added: “We want to be careful with our distribution and make sure we are in the right places for the brand to be seen as more luxury.”

BoBelle London is also in the process of revamping its website, www.bobelle.co.uk, ahead of an international launch later this year.

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