Firetrap plans chain of standalone stores

Youth clothing brand Firetrap is to launch its first standalone retail store next summer. The brand, owned by World Design & Trade (WDT), is seeking a site for the flagship store in central London.

WDT is also planning to launch standalone stores for its Full Circle clothing brand at the end of next year, and for its youth sports brand Sonetti in 2005. Sav Savva has been appointed retail director for all three brands and will head a new division created to oversee the stores’ development.

The move is the first part of WDT’s plan to expand its retail offering. The flagship stores will be rolled out nationally as chain stores once they have become established. WDT already has concession stores in department stores.

Savva joins Firetrap from manufacturer and distributor E17 Clothing, where he was retail director. He has also worked as regional controller for budget fashion retailer Mark One.

Firetrap is launching a second wave of TV advertising for its autumn/winter collection following the success of its first campaign in March. The ads form part of Firetrap’s effort to reposition as a fashion-conscious brand (MW February 13). The new campaign, created by The Junction Group, will break later this summer.

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