Following growth in fashion, accessories and jewellery in the giftware trade, Joe Davies has launched a new fashion brand concept with a sustainable twist for independent retailers.

Spring Fair, Hall 4, Stand C10 / D11  

SugarLane will make its debut at Spring Fair with a smart casual range developed for Spring/Summer and a taster of what’s to come for Autumn/Winter.  

The company has invested in a complete retail solution that’s perfect for independent customers eager to try fashion. The brand and all the designs have been exclusively developed in-house, and SugarLane is only available from Joe Davies.

The entire collection has been developed by Beverley Allen, who was appointed as fashion buying consultant last year. Beverley, whose previous experience includes roles with Bravissimo and George Clothing, commented: “It’s great to be able to get involved right at the start of an exciting project like this. SugarLane is a commercial collection of ladies’ fashion garments, with practical size solutions to fit most. The idea was to bring together a range that would be designed in the UK, be exclusive, unique and created with our planet in mind.’’

Joe Davies SugarLane

Bev explained that, “wherever possible our polyesters are made from recycled plastics, and we are working with our partners to source our natural fabrics responsibly. Everything is ethically sourced”.

Paul Hooker, commercial director, said: “For some time fashion has been an area we have wanted to explore. It sits perfectly with our Equilibrium Jewellery and accessory offer, which has enjoyed huge growth. Everything will be available little and often.’’   

SugarLane is being presented in complete ready-to-go ‘capsules’ for those wanting to get started, or retailers can buy across the range to add to their existing fashion offer.  Every garment features its own swing tag highlighting elements related to fabric, design and sustainability.  

You can see the initial SugarLane collection debut on the Joe Davies stand at Spring Fair, Hall 4, Stand C10 / D11.

 Tel: 0161 975 6300
Web: www.joedavies.co.uk

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