ITEM m6, the premium legwear label from high-tech German manufacturer medi, had already secured more than 360 stockists across Continental Europe when it began talks to enter the UK retail market two years ago.
Enter Ulla Lane-Rowley, who joined the company with a strong background in sales, brand management and product development in the world of fashion, having had commercial success in driving deal negotiations with UK and European retail groups for branded lingerie brands such as DKNY and Maidenform, as well as clothing and accessories labels.
ITEM m6 has since secured a number of UK stockists, including ecommerce retailers Luxury Legs and UK Tights, and major department stores such as Fenwick and Arnotts – part of the Selfridges retail group.
Growing the ITEM m6 brand in the UK is now supported with continuous trade advertising campaigns and exhibitions at key trade shows such as The Lingerie Edit and SCOOP International in London.
Speaking after AW17 edition of The Lingerie Edit in January, Lane-Rowley said: “We had an excellent response to our AW17 collection and our new luxury retail fixture, which enforces our premium lifestyle collection.”
Lane-Rowley has also played a key role in building brand awareness through social media activities and by improving traffic to the UK website through key search engines.
A new UK customer service centre also allows same-day order processing and delivery to retailers and consumers.
In 2017 Lane-Rowley will help launch new consumer advertising campaigns to help grow the brand even further.
Premium and diffusion collections from ITEM m6 include high-tech tailored shapewear, compression hosiery, innovative ‘Invisible’ tights made with ultra fine yarns and Beauty tights made with skin-smoothing anti-cellulite crystals.
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Company: ITEM m6 UK
Address: medi UK Ltd, Plough Lane, Hereford, HR4 0EL
Tel: 01432 373500
Focus: Legwear and shapewear manufacturer