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Liquidation fear as Dig Deep vanishes

Men’s lifestyle retailer Dig Deep has shut its transactional website and three stores, weeks after opening at Westfield Stratford, amid mounting concern it has gone into liquidation.

The brand’s website is now just a holding page and its stores in Richmond upon Thames, Bath and Stratford have closed.

Dig Deep introduced its men’s autumn 11 collection, featuring worn-out vintage-washed tees and polos, laundered shirts, luxury-touch knitwear, rugged outerwear and a debut range of men’s denim, and was due to launch a womenswear collection at the end of last month.

Over the past six months the brand has been discounting, offering two-for-one polos in March, 20% discounts in April, rising to 60% in July. Its last offer was 50% off all stock in store from October 22.

Online, it had also been delivering to the US and Australia and offering new customers signing up by email entry into a prize draw for £250 worth of Dig Deep clothes.

Other retailers and brands in the sector, such as Hackett, have been holding steady: this week Hackett posted a 19% rise in profits for the year to March 31. Men’s lifestyle brand Canterbury of New Zealand will extend into womenswear, launching a line in spring 2012.

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