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Alison Townshend launches Italian-made Luella line
Oct '13
There’s no denying that over the past few years retail has changed, customers expect more from their shopping experience than ever before and independents need to up their game in order to compete with the larger multiples.

Alison Townshend understands how restrictive buying can be for independent retailers; she has spent the last 10-years building up her own boutiques gaining a loyal customer base.

Noticing the need for an injection of fresh stock throughout the season Alison became frustrated by the way many fashion labels dictate how much stock can be bought, when it is bought and paid for and by the lack of new lines being introduced throughout the season.

After a dismal winter Alison sourced Italian manufacturer’s to produce her own label ‘Luella’. “The introduction of ‘Luella’ into my shops has been a god-send,” says Alison, “I was able to react quickly to the needs of my customers. If you remember the summer didn’t get going until July but thanks to the quick-turnaround I was able to add in quality limited-edition pieces from the ‘Luella’ label.”

Alison has spent the last few months extending the range and is now able to offer the ‘Luella’ label to independents and boutiques. Forget forward ordering, Luella is available on demand and accepts low minimum orders with fast delivery. Lines are frequently introduced throughout the season and short order is also available.

Alison says, “Fast sell-through coupled with limited time availability of garments is key to the success of major fashion retailers. Everything we offer at Luella helps our stockists to emulate this sales tactic. This results in a very positive up-turn in cash flow and a means to keep customers coming back. Our WSPs and RRPs also give scope for a minimum three hundred and fifty percent margin.”

Luella designs offer flattering wardrobe staples with a nod to current trends all the pieces are manufactured in Italy using the finest Italian fabrics.

Alison Townshend

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