Mainstream womenswear brand Basler has laid down plans for retail expansion in the UK, including a roll-out of further partner stores.
Basler UK managing director Paul Lorraine revealed its plans to Drapers at the opening of its 1,600 sq ft standalone store in London’s Westfield Stratford City shopping centre this week, and said it could open up to 200 points of distribution, made up of standalone stores, partner stores, concessions, shop-in shops and wholesale.
Basler has five UK partner stores, which differ from franchise stores in that those running them don’t pay a fee and they are usually opened by existing Basler stockists.
“In this economic climate, multi-brand independent stores can’t always survive,” said Lorraine. “If Basler does well for a particular independent, becoming a partner store gives that existing stockist the opportunity to become a mono-brand store with the full support of the company.
“We’re not doing this at the expense of wholesale,” he added. “It is about finding a balance in areas of the country where it is appropriate and all partner stores are existing stockists of the brand anyway.”
Basler has 180 accounts in the UK, as well as six standalone stores, five partner stores, 12 concessions, nine shop-in-shops and one factory outlet.