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Joy hits trade show circuit to cash in on wholesale success

Contemporary mini-chain Joy is aiming to further grow its wholesale division by extending its autumn 13 range and increasing its trade show presence.

The lifestyle business, which wholesales its own label Louche, will almost double the size of its stand at Paris trade show Who’s Next for autumn 13, and will also exhibit at Berlin streetwear show Bread & Butter and womenswear exhibition Pure London.

Louche sales and marketing executive Katie Martin said: “Paris is so successful for us. Last season we had a stand that was 98 sq ft and it was so busy it was ridiculous. In order to show off the range better we are taking a 164 sq ft stand this season.”

Women’s short-order label Louche will offer a bigger range for autumn 13, with 360 pieces compared with 300 for autumn 12. The collection includes royal blue shirt dresses, floral-print skirts and lilac and candyfloss-coloured knitwear.

Martin said the wholesale expansion came on the back of some strong seasons. “We are having accounts coming back to us and doubling their orders on last season,” she added.

Martin said the brand’s short-order nature had increasingly attracted stockists, as retailers buy closer to the season.

“We are able to turn around new styles really quickly and we can offer in-season styles so stockists can really capitalise on best-selling pieces,” she said. “We are working closely with factories to get quick turnaround. We have our own retail stores and so we can get a read within a week what styles are working for us.”

Louche has stockists in 26 countries including Zimbabwe, the US, Canada and Turkey, but hopes its expanded trade show presence will encourage further international stockists. Southeast Asia is a target, with Singapore top of the list.

The retailer this week opened its largest store to date, an 11,000 sq ft shop on Albion Street, Leeds. The two-floor shop – which is more than double the size of Joy’s previous largest – showcases a new concept alongside an expanded fashion and gift offering.

The Leeds store is expected to be the first of a push into major Northern cities, with Joy seeking sites in Manchester, Nottingham and Liverpool among others.

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