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Crombie gears up for global stockists hunt

Menswear brand Crombie is on the lookout for international stockists as part of an effort to rapidly grow  wholesale turnover both overseas and in the UK.

The push will be led by Gordon Ritchie, formerly brand manager at women’s denim brand LTB, who joined as head of wholesale last month. Ritchie said: “I expect wholesale turnover to more than double in the next year, and double [again] each year for the next three years.”

Crombie’s current UK and Republic of Ireland stockists include luxury department stores Harrods and Liberty, Dublin department store Brown Thomas, plus a handful of premium indies such as Chadds of Norwich and Rossi in Glasgow. It also has three UK standalone stores.

Ritchie said Crombie would selectively target premium retailers. He also said the brand, famous for its luxury coats, has confirmed meetings with buyers at premium stores in the US and in Paris. It has also earmarked markets in Asia including Japan and Turkey.

Crombie is planning to increase awareness through social media campaigns on Twitter and Facebook, as well as targeting bloggers to flag up the brand’s 200-year heritage. Head of PR and marketing James Hughes, who joined two months ago from cosmetics firm Molton Brown, where he was product marketing manager, will oversee the campaign.

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