Women’s young fashion brand Little Mistress has had to repeatedly reorder spring 12 stock due to soaring demand from retailers.
Managing director Mark Ashton told Drapers the Lauren Pope collection for Little Mistress had exceeded expectations. “We sold out in a week at Lipsy and they came back and bought double the amount,” he said.
Ashton added: “We placed minimum orders with factories on 14 styles, and of the 14 styles we’ve repeated on 12 of them, and on six of them we’ve added more colours and also added two new styles.”
Ashton said sales across the Little Mistress mainline were also “amazing”, and that social media was driving a high volume of sales on its website, www.little-mistress.co.uk, with sales over the past five months up 700% on last year.
As a result of the demand, Little Mistress, which has 160 stockists including USC and Lipsy, has signed up The Only Way Is Essex star Pope for a second season for autumn 12 and will increase the collaborative collection from 14 to 20 styles.
Ashton said Little Mistress may expand into more categories this year and is discussing licensing options for leather jackets and bomber jackets.
The brand also launches on Asos within the next fortnight.