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Royal Elastics aims for 50 stockists

Footwear brand Royal Elastics is relaunching in the UK for spring 12 and wants to increase its number of stockists tenfold to 50.

The brand, which offers men’s, women’s and kids’ styles, has been selling in the UK since 2001 but with a limited base of about five accounts and no dedicated distributor.

For spring 12 the brand will be distributed in Europe by Update Distribution, based in Acton, west London, with North & South Footwear in Camden acting as sales agent for the brand.

North & South Footwear will target young fashion indies including Jingo Clothing, which has stores in Hereford and Worcester, footwear multiples including Schuh, and footwear indies including Norfolk-based mini-chain Mr Shoes. It hopes the brand will have about 50 stockists for spring 12.

The sport and leisure footwear brand was wholesaled in the UK in the mid-to-late 1990s and early 2000s and was a key competitor of footwear brand Acupuncture

However, as a result of Royal Elastics’ acquisition in 2001 by footwear brand K-Swiss there was no longer a dedicated distributor in the UK and the brand has since been largely absent from the market.

K-Swiss sold the brand to the existing Royal Elastics management team in 2009, who are leading the expansion plans. Wholesale prices for the 40-piece spring 12 collection start at £17.50 and go up to £40.

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