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Melania targets UK indies for autumn 12

Italian kids’ footwear brand Melania will wholesale to UK indies for the first time for autumn 12 and is hoping to pick up between 30 and 50 stockists in its first season.

The brand is already sold through non-indie retailers in the UK, including home shopping retailer Shop Direct and footwear etailer Spartoo, but has never been made available to indies.

According to the brand’s UK business manager David Freed, Melania will target key indies including 36-store Charles Clinkard, mini-chain Johnsons Shoes, and Bishops of Coleraine.

The range will comprise about 75 pieces for autumn 12, with an average wholesale price of €20 (£16.48).

The brand will show at trade show Moda Footwear in Birmingham for the first time on February 19-21. Melania’s UK agent for the indie sector will be Weyco Group’s Andrew Lovelock.

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