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Lagom targets fellow indies with short-order label

Women’s young fashion indie Lagom is offering its own label as a short-order wholesale brand for spring 12.

The eponymous brand, which has been sold in Lagom’s London store since spring 11, aims to capitalise on the growing number of indies that are holding back budget for short-order labels to avoid overstocks of forward-order product.

The range is designed by Irena Lane, who owns the Lagom store at Gabriel’s Wharf on the South Bank. She said: “We decided to offer the collection in-season because we were frustrated ourselves trying to find good quality, mid-level brands. We couldn’t really find any.”

She added: “It’s important as an independent boutique that you are able to keep up with the trends by buying in-season, so you can pick up on anything that is selling well or any trend you may have missed.”

The collection is inspired by 1950s America, with key pieces including pencil skirts, shirts and dresses. Wholesale prices range from £15 to £40 with a recommended three-times mark-up. It is manufactured in China.

Lane said: “It nods towards trends but is also quite timeless. In the current climate customers prefer to make an investment rather than just impulse-buy.”

Lane said the range would sit alongside brands such as Almost Famous and Mexx.

Lagom, which also stocks brands including Traffic People and Cushh, started selling its own label in store for spring 11. Lane said customer response had been extremely positive, with customers frequently returning to buy more items.

She plans to target similar small women’s young fashion indies with the aim of securing 20 to 30 stockists this year. Lane also plans to sign an agent to represent the brand.

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