Allders has signed up Edina Ronay’s son Max to design a range of boyswear – under the brand name Max – that includes sporty, formal and “street” wear.
Ronay is the latest designer to be asked to create an own-brand range of clothing for the retailer, which is being overhauled by chief executive Terry Green.
A former graffiti artist, Ronay will draw on his artistic roots to give the boyswear range an “urban” feel. The range will go on sale at the end of the month and is designed for three- to 14-year-olds.
Edina Ronay has designed a range of womenswear, accessories, girlswear and lingerie for Allders under the brand name Edina. Other designers signed up by Allders include Paul Costello, who is creating a menswear range to launch in October; husband-and-wife team Clements Ribeiro, who have designed womenswear and bags under the label CR; and Amanda Marshall, who has developed a range of suits, tailored clothing and nightwear under the name Amanda.
The idea of introducing designers to create own-brand ranges is one Terry Green has used before, when he introduced Designers at Debenhams more than ten years ago. Green led a takeover of Allders last year, backed by the Scarlett Retail consortium, 60 per cent-owned by property company Minerva. Minerva recently put itself up for sale, raising a question about its investment in the chain.