London Fashion Week designer Bora Aksu will add new categories for spring 12 and launch pre-collections from autumn 12 as part of a rebranding exercise at the label to lure back key UK stockists.
A transactional website will also launch for autumn 11, while a new visual identity will be unveiled at the designer’s show at LFW in September, as the designer womens-wear label aims to win back its stockist base in the UK.
Bora Aksu has some 20 stockists worldwide, including Calypso in New York and Zenta in Paris. Since Selfridges stopped stocking the label in autumn 10, however, the label has no wholesale presence in its domestic market.
Brand manager Antony Waller, who was appointed in November to spearhead the rebranding, said: “While still offering our existing stockists a great range, our focus for growth within the first two seasons will be on the UK. We want to build a small but solid base of key stockists and build out from there.”
To achieve this, part of the brand’s focus will be on upping the commerciality of the collection from spring 12. “The core of Bora’s design aesthetic remains, but [we will] back this up with a wider collection of occasionwear and smart separates,” said Waller.
“We are also developing more accessories, starting with belts and the signature tights Bora’s shows are well known for.”
Bora Aksu is also preparing to roll out its first pre-collections from autumn 12. “Pre-collections are more important than ever, offering freshness for retailers and etailers,” added Waller.
“Introducing pre-collections from autumn 12 will be an important step for us, giving buyers a Bora Aksu option for the whole year.”