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Exclusive: Indies slash prices to offload Firetrap

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.”

Readers' comments (3)

  • I'm surprised that Tookman and Co are fuming. Everybody, or should I say nearly everybody, knew what Sports Direct were going to do. It was so obvious. The reassurance was always going to be a complete load of balls. Why did you think Ashley bought it in the first place?

    In future I'm sure they'll think twice about what brands tell them, because in my experience when are brand is in trouble or are being bought out, believe absolutely nothing because it is only going to benefit one party - and that isn't the retailer.

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  • how is sports direct able to say Firetrap has 70% off when it is supposed to have been on sale at the higher price for a month, which in this case it has obviously not, think he only kept retailers hanging on until he had issued his company results and could include the Firetrap wholesale in results so as to show an increase in profits.Perhaps the Office of Fair Trading should be contacted as they are already looking into the JJB acquisition.

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  • We have this morning received a letter with regards to our overdue account with Firetrap and we have told them the following!

    "We have stopped the final two cheques, due to Sports Direct devaluing the brand by selling it at 70% discount across their stores and online even though we had assurances this would not be the case therefore they are in breech if their contract with us which has meant that we have had to reduce our product in store accordingly and therefore I think it's fair that we should only pay what we have already paid as we are now having to sell the product at less than cost.

    "Could you also confirm to SD that we will not be paying the outstanding balance, as it says in Firetrap's T&Cs they retain title of the goods until paid for, as I also mention we have made ready for collection goods to the value of £******* at the cost prices you sold the product to us for, could they confirm back to me with the information on when they would like to arrange collection of the goods.

    Luke Conod

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