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Overseas growth is Base London focus

Men’s footwear brand Base London will expand into new international markets this year following a five-year push to strengthen its product and business at home.

The British business has signed deals with agencies and distributors in Australia, Belgium, Italy, Holland, Spain, Canada and the US. Founded in 1995, it wants to capitalise on its strengthening operation, having broken into France and Germany in the past two years.

Sales director Mark Husted said that in the past Base London had “a very strong presence internationally” and that its latest move into new markets came after years of diversifying its product offer and “re-establishing ourselves at home”.

He added: “Once this was achieved, we looked to strengthen and widen the offering to allow for a more international flavour and regain our position on the world stage.”

Over the past few seasons the brand has introduced fashion-forward designs alongside its signature styles. Its UK customer prefers a more “commercial silhouette”, Husted said, adding: “Abroad there is a demand for our more fashion-led styles which, when combined with the reputation of British design, seem to be doing really well for us.”

Base London is now represented by agencies including Show Too in Italy, People Concept in Belgium and Five Stars in Spain. It has distribution deals with Nordic Profile in Norway, Throat Threads in Canada and the US and Gruppo TAC in Australia.

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