Young fashion indies this week slashed prices on Firetrap stock in an effort to clear it from their shelves before the brand went on sale at Sports Direct.
Last month Drapers revealed that Sports Direct planned to sell the brand both in store and online priced roughly 75% lower than in stockists.
For example, a women’s Dionne Snap T-shirt is sold by stockists for £35, on the back of a wholesale price of £12. However, from November 1 (Thursday), Sports Direct will be selling it for £7.99.
Oliver Tookman, co-owner of Robert Goddard, a lifestyle indie in Wisbech in Cambridgeshire and Spalding in Lincolnshire, has been offering Firetrap items at three for the price of two.
“I want it out the door as quickly as I can,” said Tookman, who added he was “absolutely fuming” at the situation.
Barry Johnson, owner of indie Cockney Rebel in Worksop, Nottinghamshire, said: “Next week [Firetrap] will go out all over the place, and regular customers will have no faith in you anymore if you’re selling it for more than Sports Direct.”
He added: “We wouldn’t have backed this season had we not been reassured that this would not happen.”