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River Island to promote its UK production with new branding

Young fashion retailer River Island will flag up its British manufacturing credentials for the first time by introducing swing tickets on products made in the UK.

River Island plans to introduce the ‘Made In Britain’ labelling before the end of the year to tap into consumer interest in supporting domestic manufacturing.

The 290-store chain confirmed that 1 million units across menswear, womenswear and kidswear would feature the swing tickets from late autumn. It is not clear what proportion of the total collection this accounts for.

It is understood the branding will only include swing tickets and not internal labels sewn into products.

Domestic manufacturing and sourcing is not a new strategy for River Island, but this is the first time it has highlighted it to customers.

A spokeswoman for River Island said: “There is an appetite for products made in Britain. River Island wants to let customers know that it has sourced and manufactured domestically for a number of years.”

The initiative complements Drapers’ ongoing Save Our Skills campaign, which aims to promote UK manufacturing and support domestic manufacturing.

River Island chief executive Ben Lewis said: “River Island has sourced and made product in Britain for decades and fully supports Drapers’ Save Our Skills campaign.”

In its last set of accounts filed for the year to December 26, 2009, River Island reported a 14% fall in pre-tax profits to £138.6m. Sales at the Lewis family-owned business grew 7.9% to £826.4m.

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