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Exclusive: Indies planning own labels to guarantee exclusivity

Two womenswear indies are launching their own brands as they look to offer exclusive product to their customers.

Okeefe in Esher, Surrey, and Black White Denim in Wilmslow, Cheshire, are both preparing collections for autumn 13.

By Okeefe will be a capsule collection designed by co-owner Janine O’Keefe and store manager Lou Scott, made up of dresses, skirts, knitwear and casual outerwear, as well as a few handbags.

O’Keefe said: “The collection will be based on feedback we’ve had from customers about what they’re looking for, and also what we think is missing at trade shows.”

Dresses will retail for between £150 and £250 and will sit alongside the price points of the brands Okeefe already stocks, such as Maison Scotch, Part Two and Just In Case.

The collection will be exclusive to Okeefe’s store and website for the first few seasons but O’Keefe said she would consider wholesaling the range.

“With the internet it is important to make sure you are offering exclusive product as it’s difficult to stand out when you can compare everything online,” said O’Keefe.

Black White Denim’s own brand, which is yet to be named, will comprise “wardrobe staples” such as vests, T-shirts, leggings, crew-neck knits and cardigans.

Store owner Jo Davies said: “There is so much promotional activity on brands at other retailers and there’s not a great deal we can do about it. This is another tool that will keep us ahead.”

  • Drapers will launch its Top 100 Inspiring Independents list for 2013 at an exclusive party in February. Click here for details

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