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Passport

Its JKT range of coats and jackets has added another string to this popular womenswear brand’s bow.

German mainstream womens-wear brand Passport launched JKT, its first outerwear-only collection, for autumn 11 and quickly signed 55 accounts across the UK.

Passport seems to have fulfilled an untapped demand with the collection, which includes lightweight outerwear pieces suitable for summer, alongside trench coats and water-resistant bomber-style jackets. Wholesale prices range from £32 to £79.

The Passport mainline, which also includes some outerwear, has 197 accounts in the UK and Republic of Ireland, mainly made up of independents such as mainstream womenswear retailers Jonzara in Newtonards, Northern Ireland, and JR Taylor in Lytham St Annes, Lancashire, as well as independent department store chain Hoopers.

The brand continues to be popular among existing stockists. Nigel Hughes, director of APT Collections, which distributes Passport in the UK and Ireland, says it achieved a 100% sell-through in some stockists for its spring 11 collection.

Jonzara owner Jonathan McCann says Passport has a loyal customer base that will continue to buy it season after season, largely because of the mix of fabrics offered at competitive prices.

However, it is not just existing stockists which continue to contribute to the brand’s growth in the UK. Passport has seen its growth increase by between 18% and 22% each season for the past six seasons, which is also driven by the fact that the brand opens an average of 25 accounts each season.

McCann says: “The brand offers me key knitwear in the winter, great dresses in the summer, quality garments and fabrics at a good price.

“There are always unique prints and the colour is soft and relaxed. My customer appreciates the flattering silhouette and material that never clings in the wrong place.”

For spring 12, Passport’s mainline collection is divided into seven different colour stories featuring raspberry and rose shades mixed with more neutral camel and sand tones for contrast. Print continues to play a big part in the collection, as does lightweight knitwear, which can be layered over separates or summer dresses.

Prices for the mainline range from £8 to £49 at wholesale and £24 to £147 at retail.

McCann adds: “My only negative is that the retail margin is a little less than the other German womenswear brands I sell. But that said, it certainly wouldn’t stop me from buying it for my store.” 

Essentials

197 Number of UK accounts for Passport mainline

100% Sell-through for Passport mainline in some stockists for spring 11

55 Accounts opened following launch of JKT for spring 11

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