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Brax confident ahead of UK menswear relaunch

German lifestyle brand Brax will relaunch its menswear collection in the UK for autumn 10, and has taken on two agents to manage sales across the country.

Mike Smith will work as the agent for the south and Andrew Bunch will be agent for the north. The pair previously sold French menswear brand Bruno Saint Hilaire before it announced its withdrawal from the UK market late last year.

Brax, which has not sold menswear directly to the UK for 10 years, already has an established business in the Republic of Ireland and sells womenswear across the UK.

Smith said: “The timing is right. In a recession, the feeling among a lot of retailers is that they want something new, and now is a good time for them to hit the refresh button. The brand feels the same way too and sees the UK as a good opportunity.”

For autumn 10, chinos form the core of Brax’s trouser offer, coming in satin weaves and twill with sulphuring and pigment-dyed finishes. Knits include Pima cotton, cotton cashmere and sweats, with snowflake intarsias adding an on-trend look. Shirts come in casual checked styles while outerwear comprises padded utility coats, quilted nylon jackets and waxed coats.

Smith said the brand expects to have a significant UK business within 18 months but did not give target stockist numbers. He added that Brax is currently the top-selling trouser brand in Germany and has 1,100 shop-in-shops across Europe. It has a turnover of €240m (£211m).

Smith said the UK strategy was to establish one key account in each major town, with a focus on indies. Wholesale prices range from £30 to £38 for trousers, £16 to £24 for shirts and £25 to £35 for knits.

Telephone 07831 178009 for southern sales and 07831 6364556 for northern sales.

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