Mar 6, 2012
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Is Firetrap about to be sold?

Mar 6, 2012

British brand Firetrap, which belongs to World Design and Trade, could be changing hands soon. “The company has engaged PricewaterhouseCoopers to explore a sale or investment, interest is good but no sale as yet has been concluded,” said Firetrap’s brand and retail director Myriam Ben-Yedder on the Drapers website.

The news comes not long after Firetrap announced some changes in its design team. In mid-January, Firetrap handed over the creative reins of its men’s collections to Robin Greene. After launching his own luxury menswear line, Mr. Greene worked as a consultant for John Richmond, Umbro and Marithé & François Girbaud. Robin Greene reports directly to Firetrap’s design director Darren Bradford, who has been working at the company since 2008. Following this appointment, Firetrap also named Emma Rossi as its new head of design for womenswear.

Firetrap S/S 2012 collection

At the same time, Firetrap is also venturing into children’s fashion. For the Autumn/Winter 2012-13 season, the brand signed a licensing agreement with British supplier Flyers Group PLC to produce its first kidswear range for children aged from 3 to 13. Flyers Group PLC also works with other brands such as Ben Sherman.

In France, where it operates 350 points of sale, Firetrap has just hired Patrick Menahem for its development in Paris and the rest of the country. Last year, the brand recruited Seleste Chettleburgh, a former executive at Austin Reed and French Connection, to head its international development.

In an effort to expand its presence overseas, Firetrap has also just signed distribution licences in Korea and Poland. It is also arriving in the Middle-East via Gap’s partner in the region, Al Tayer Group, and could be opening from 12 to 18 stores over the next 12 months.

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