TriStyle takes over Basler brand but won't run stores
Long Tall Sally owner TriStyle Group has secured the rights to the middle market womenswear label Basler for an undisclosed sum.
The German brand went into voluntary administration in August with the UK arm following suit a month later. Now TriStyle, which also owns Peter Hahn and Madeleine Mode will be responsible for rebuilding the business.
Tristyle managing director Stefan Kober said: “The Basler brand has tremendously high appeal for the target group of discerning, fashion-conscious customers. With our product and sales expertise in this target group, we are determined to make the Basler brand an integral and above all successful part of the fashion industry once again.”
The company is taking the relaunch fairly cautiously, As a first step, it will be supplying retailers with an outdoor collection for autumn/winter 2018 but Basler stores seem to be off the agenda with Kober also saying that there “will no longer be any Basler retail shops.”
The Basler brand was over 80 years old when it failed and had run its own stores for the past two decades. It opened its first UK store in 2007 but was strongest in department stores and indies where it was a key name for the 40-plus customer.
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