THE Edinburgh Woollen Mill is extending its in-store and online family with the arrival of classic brand Country Casuals.
Originally founded by Drew Stevenson in 1946 as the Langholm Dyeing and Finishing Company, the Edinburgh Woollen Mill has made its mark as a significant part of Scottish heritage.
Now owned and run by the Day family, the brand continues to prosper as an independent privately owned Scottish group with more than 380 stores across the UK.
The rapid and successful growth of the Edinburgh Woollen Mill group has come from vast expansion within its own retail activities, acquiring brands such as Peacocks and Jane Norman. The group employs an impressive 16,000 people across 1000 UK stores.
Catering to the over-45s, the group has an extensive portfolio of highly respected brands including Harris Tweed, James Pringle and Hector Russell.
For spring/summer 17, the retailer has expanded its brand portfolio by welcoming much-loved label Country Casuals into the Edinburgh Woollen Mill family.
Country Casuals entered the British high street in 1973 and built itself a reputation for uncompromising quality, innovation and stylish design.
The new collection has been split into three key trends — New Romantic, Neo Nautical and Natural Beauty — which showcase modern fashion.
New Romantic embraces a feminine aesthetic compromised of floral prints and a pastel palette. The trend introduces a relaxed tailoring style as well as new textures in knitwear.
By contrast, Neo Nautical offers a modern take on the nautical look with a navy, white and zesty lime palette. The trend combines statement geometric prints with linen and cotton.
To complete the collection, Natural Beauty incorporates a contemporary ethnic feel. It skilfully creates a modern palette through a combination of neutral and bold tones such as black, spicy red and accents of gold and bright coral.
Of the latest collection and introduction into the Edinburgh Woollen Mill family, David Read, head of marketing at Country Casuals, said: “Country Casuals has been a staple brand within stylish wardrobes for decades so we’re delighted to bring the brand back to the high street. The contemporary new collection includes a range of gorgeous new designs without the designer price tag.”
www.ewm.co.uk/country-casuals www.countrycasuals.co.uk
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