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Mina UK targets US via forward order

Women’s young fashion label Mina UK is launching its first forward-order collection in a bid to break into the North American market.

The brand, which has traditionally operated on a short-order basis, has created a collection with a six-month lead time for spring 12. It will be available to buy in the UK alongside its short-order ranges from this month, and will be used to gain a foothold in the US and Canada, countries which traditionally favour forward-order brands.

The collection will include a more diverse product range including jackets, waistcoats, trousers, shorts, tops and Mina UK’s signature dresses.

The decision to launch a forward-order collection came after US interest in the brand at New York trade show Coterie in February.

US distributor and importer Le Groupe Resistance will distribute the brand in the US and Canada, and will target key accounts such as fashion and homewares chain Anthropologie.

Mina UK has about 200 UK accounts, including indie department store group Hoopers, and has one standalone store on Great Titchfield Street in London.

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