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Kew to rename itself as Kew 159
May '11
Kew is changing its brand name to Kew 159 to lure trend-conscious customers and give competition to other brands like Reiss, Ted Baker and Whistles.

The mainstream women's wear retailer is renaming itself to give a more contemporary feel, according to its creative brand director Sandra Clarke. The number 159 simply reflects the head office address of the company, which is 159 Mortlake Road in Kew, southwest London.

A new updated logo would be unveiled by the company in July 2011. The company will also come out with a revised list of products, including new range of cashmere and angora mixes.

The company plans to add more luxurious fabrics and a wide colour range to some of its products. It is also introducing a new range of denim in three styles – skinny, straight and bootcuts – all in indigo, which gives a different look.

Along with the better quality, the prices on outerwear and dresses will increase anywhere between 10 and 20 percent. Currently Kew stores have prices ranging from £16 for jersey pieces to £230 for coats.

The company has given itself a time period of six months to convert all of its 22 stores and 29 concessions to the new brand. It will start the process with its stores on James Street and High Street Kensington in London.

Explaining the decision to relaunch Kew as Kew 159, Des Swan, CEO of Robinson Webster Holdings, which owns Kew and Jigsaw, says, “Kew and Jigsaw have started to look similar and hence, we have decided to make them different.”

Fibre2fashion News Desk - India

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