German womenswear brand and retailer Laurèl is significantly increasing its focus on dresses and suiting in its spring 13 collection following a review.
The collection will have up to 35 additional dresses and 10 new suiting pieces, which are more fashion-driven with new colours and styles.
Laurèl managing director Dirk Reichert told Drapers the brand was “re-focusing on things that are part of our DNA”.
Reichert said it had conducted the review with point of sale in mind.
He added: “This time, we approached it from a retailer point of view both to help us become a better retailer but to also better serve our wholesale customers.”
The changes build on moves by Laurèl in recent seasons to move upmarket and attract a younger consumer outside of its core customer base of women in their 40s and 50s.
Laurèl is also looking to double its stockist base in the UK over the next three years from 30 to 60, including major department stores. It is currently in talks with Selfridges, Harvey Nichols and Fenwicks. It hopes that its ambitious expansion across Russia, where it has more than 150 stockists, and China will boost its reputation in the UK.
It currently has four stores in Beijing, Shanghai and Hong Kong, with a fifth due to open this autumn and hopes to expand that to 25 to 30 stores in the next three to five years.