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Burton to shelve premium Black Label

Arcadia’s middle market menswear chain Burton will axe its premium Black Label for spring 10 after three years.

Burton head of design Jonathan Lovett said the decision to shelve Black Label was temporary. “We’ve got so much better across the [Burton] range that we have absorbed Black Label into the core offer. But we know our customers have a real affection for Black Label so we will bring it back in a new format,” he said.

He added no decision had been made about how to resurrect the sub-brand but that it could be focused on a specific product category.

Black Label is priced about £10 to £15 higher than the core Burton range, with shirts at £40, trousers at £50 and knits at £55. This season, Burton launched a Premium Collec- tion, comprising higher price points.

Separately, Burton has become the exclusive retailer of two emerging casual menswear labels, UK brand LMS and California-based 168, the latter of which is part of the Z Brand stable. The brands will sell in Burton’s top 30 stores from the end of March.

l Fellow Arcadia chain Topman will launch a rock ’n’ roll themed sub-brand called AAA in its London Oxford Street and New York flagships and online from the end of April 2010. Suits and leather jackets will be priced at £180, jeans at £50, knits at £45 and T-shirts will start at £20.

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