Home / Knowledge / News / Apparel/Garments / Kew to rename itself as Kew 159
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

Must ReadView All

Textiles | On 27th Apr 2017

Maharashtra govt working on second textiles policy

The textiles department of the government of Maharashtra is working...

Apparel/Garments | On 27th Apr 2017

EC takes action to make garment sector more sustainable

The European Commission (EC) has presented a set of focused actions...

Textiles | On 27th Apr 2017

Seven new organisations join ZDHC Programme

The Zero Discharge of Hazardous Chemicals (ZDHC) Programme from...

Interviews View All

Smith Vaghasia
Sanado India

Online remains the best destination for shopping

Abhimanyu Singh Rathore & Barbara Anna Kosiorek

‘Blending cultures is the true beauty of fashion, where one’s imagination...

Krishnanand Tripathi
Textrade International Ltd

We believe in vocational education for entry-level employees, offering...

Eric Scholler

The Indian market has huge potential in technical textiles, and by far,...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Rupa Sood and Sharan Apparao

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


news category

Related Categories:
April 2017

April 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search