Luxury womenswear designer Collette Dinnigan is set to ramp up her exclusive diffusion line with UK department store Marks & Spencer, following the success of a relaunch collection last year.
From July 2011, lingerie line Collette by Collette Dinnigan will see 12 new styles introduced to the floor on a six-week cycle. The original release last year saw a total of just three deliveries, with 22 styles offered per drop. Dinnigan said the new frequency was a direct response to the inaugural sell-out collection which dropped from April 2010.
“We have seen an increase in units purchased of more than 50 per cent on a per store basis,” she said of the latest success.
The move comes almost a decade after Dinnigan and Marks & Spencer first launched collaborative lingerie line Wild Hearts into stores. Dinnigan said the line was ceased after new management saw the department store rationalise its portfolio of external vendors.
The relaunch last year saw a range of vintage-inspired lace bras, printed chemises and frilly knickers retail from £6. The current collection starts at £12 and peaks at £28, with a full offer of bras and briefs.
Dinnigan also produces a diffusion clothing line dubbed Collette By Collette Dinnigan, which is available through boutiques and department store David Jones.
Assia Benmedjdoub