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Fitness fashion brand Lorna Jane expands to UK
Jul '13
Having successfully expanded in the US, South Africa and Dubai, Lorna Jane is now here in the UK and is delighted to make this exciting step forward in its global strategy. With the likes of model and actress Sienna Miller and reality star Millie Mackintosh from Made in Chelsea declaring their appreciation for the Lorna Jane clothes, the brand has a growing fan base in the UK. Fashionistas should also note that in the US, none other than Kim Kardashian has been seen sporting Lorna Jane Active wear. Lorna Jane is first in fitness and fashion and is designed for women by women. Lorna Jane is not simply a clothing label; it is a way of life.

The Lorna Jane label has been brought to the UK by the husband and wife team of Caroline Lucey and Andrew Manteit, who came back to the UK having worked in Australia and for Lorna Jane for 3 and 1/2 years. When the opportunity came up within Lorna Jane to bring the brand to the UK, they jumped at the chance and in June 2012 secured a license agreement. After carrying out market research, the feedback from people was extremely positive and the need for a new competitor in the upmarket sportswear market became clear.

Caroline said, “The Lorna Jane brand is not a new one and has been around since 1990 and has over 120 stores around Australia. I believe there is a desire in the UK for on trend activewear. Lorna Jane understands that if you look good, you are more likely to feel good and this will motivate you to get active.”

ActiveInstyle launched the Lorna Jane sportswear brand online in the UK in January this year.

Caroline Lucey commented, “I met JBi and they immediately understood that the design and development of the site had to be built with an understanding of the brand, knowledge of ecommerce and how it all worked together. Their personal involvement in the entire project made the website a huge success.” She continued, “I had feedback from head office after the site went live to say that out of all the international distributors, this was the best designed and developed website and that the site should be the benchmark for all licensees.”

David Gelb, Commercial Director at JBi , commented, “We are thrilled to have built an amazing relationship with Caroline at ActiveInstyle and look forward to working closely with her on developing her business.”

The pop up store this summer in London is ActiveInstyle’s first step in bringing Lorna Jane active wear from online to the high street. Caroline explained that if the online store continues its success and the pop up store proves popular, she would definitely look to open on the high street. So keep a look out for this fast growing brand and pop down to Covent Garden in July.


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