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French Connection kids’ licensee mulls lower prices

French Connection’s kidswear prices could be reduced as part of a licensing deal with distributor Flyers Group.

Flyers, whose kidswear portfolio includes Ben Sherman, Firetrap and Sugar Pink, added the worldwide licence for French Connection kidswear to its stable this week. The range was previously designed in-house.

It will deliver the autumn 12 range and then develop the spring 13 line in conjunction with French Connection’s design team.

Flyers sales director Richard Farrow said although there would be no change in quality, his team would assess whether it could adopt a lower price point.

“We need to evaluate prices,” he said. “We will keep it premium but there has been a lot of press about French Connection being expensive. We will offer the customer better value but without reducing the quality. The range will still have the beautiful handwriting.”

Farrow also outlined plans to take the brand to Australia, Canada and the rest of Europe. At present, outside the UK it is available only in South Africa and the US. “We will expand through our offices in Spain and New York, and in other specific areas through agents,” he said.

In the UK, Flyers will add French Connection’s existing accounts to its own portfolio of stockists including Selfridges and John Lewis.

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