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Weird Fish angles for more shop-in-shops

Lifestyle brand Weird Fish has appointed Scott Eden as creative and brand director to develop its brand image and expand its product categories.

Eden will join in the fourth quarter of 2010 from surfwear brand Animal, where he was product director.

Eden, who will take a minority stake in Weird Fish, was headhunted by managing director John Stockton, who worked alongside him at Animal. Stockton was chief executive at Animal until September 2008 when he left to join Weird Fish.

Eden has been brought on board to strengthen the Weird Fish brand image through closer collaboration with its 400 wholesale accounts in the form of opening more shop-in-shops and devising stronger visual merchandising such as PoS material.

Stockton hopes to double the brand’s turnover by 2013. For the year to the end of 2009, turnover was £9.9m

The brand has 22 shop-in-shops, which Stockton said drove sales of Weird Fish by an average of 60% each within their first three months of opening. Weird Fish also has five standalone stores but does not plan to open more.

Eden will also be involved in expanding Weird Fish’s design team to prepare for growth in product categories where Weird Fish has minimal presence but which Stockton sees as a strong growth opportunity. These include outerwear, kidswear and accessories.

Prior to Animal, Eden worked at young fashion brands Firetrap and Base London. Stockton said his experience of branded menswear would be invaluable at Weird Fish, where menswear makes up 60% of sales.

Piper Private Equity took a majority share in Weird Fish when it bought the brand from founder Doug Tilling in March. Stockton also holds a stake.

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