Member Article

Newcastle fashion house trials export ambitions

Newcastle-based fashion house EJ Verdi has completed a retail expedition in Vienna.

Running for three months over the summer, the firm set up a popup shop in the Austrian capital with backing from the Anglo/Austrian Chamber of Commerce partnership and support from Department for International Trade and the British Embassy.

The firm specialises in fashionable, elegant, distinctive and sophisticated British womenswear, according to Director James Herrington. It also sells evening wear, professional wear, casual wear and leisure wear.

As well as securing sales, the pop up shop helped EJ Verdi to develop future export ideas.

Reflecting on the venture, James explained: “The biggest learning for us was that for some women, actually seeing and feeling the clothes is an important part of the buying decision process.

“So alongside our e-commerce ambitions we are now looking into retail and distribution opportunities overseas, particularly in the USA.”

Having previously sold online via a commercial e-commerce marketplace the company is now working with an International Trade Adviser to optimise their website and maximise direct sales.

International Trade Adviser, Sue Beverley, commented: “There is a huge global interest in British fashion and EJ Verdi have seen recently that their clothes are attractive to overseas markets.

“Like many businesses starting out in export they needed some support to make sure their website and distribution processes are ready to deal with growing international interest and demand.

“The DIT’s Exporting is GREAT initiative aims to inspire and encourage more businesses to export by 2020 – and there are currently 77 opportunities in the clothing footwear and fashion sector so the demand is out there.”

James added: “We have been so well supported by Department for International Trade, without them we wouldn’t have learned about the pop up shop opportunity and we wouldn’t be making such great strides in our e-commerce operations.”

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