Dec 7, 2009
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English brand Lipsy taking on the French market

Dec 7, 2009

Lipsy collection autumn-winter 2009/2010
On the back of its catalogue and online sales success, ladieswear brand Lipsy has become more interested than ever before in the French market. This interest extends to the aim of having 300 points of sale in the country in three years time.

Lipsy has until now counted on distributing its product via “Les 3 Suisses” catalogue and online at www.monshowroom.com. Whilst these were both successful ventures, the brand has its sights on further development: distribution within a network of selected stores, as well as in big name department stores. The brand is therefore planning on being present in 50-60 shops in time for autumn-winter 2010/2011 and is also in the process of negotiations with department stores.

This is an important stage in the development of Lipsy. Having already established around a dozen concept-stores and being present at 350 spots across Britain, the brand can also be found in almost every country in Europe across a network of 600 boutiques. Scandinavia, Germany and Spain are the label’s biggest clients at the moment, with only Italy and France being the exception to blanket coverage of the market up until now. “The problem was that quality addresses had up until now focused on high prices,” explained Olivier Costalat, export director of Lipsy. “But with the crisis, many are starting to realise the importance of a quality offering for a more affordable price.”

British and European lines have remained distinctive, with each maintaining specific collections. The United Kingdom functions with nine annual collections, adapted to the trends of London catwalks, whereas the rest of Europe has four annual collections. Although limited in terms of collections per year, these lines are 150 item strong and coherent.

By Jonathan Fulwell (Source: Matthieu Guinebault)

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