By  on October 2, 2006

LONDON — Bamford & Sons, the emerging British ready-to-wear and accessories label, is shifting into high gear in the U.S.

The brand, which will make its women’s U.S. debut at Berg­dorf Goodman and Saks Fifth Avenue with the spring collection, has named Randy Federgreen, formerly of Polo Ralph Lauren, as president, wholesale.

The company also has plans to open a showroom in Manhattan and is looking for its first retail space in New York. “It won’t be a flagship — it’ll be more of a jewel box,” Federgreen said during an interview at the brand’s cream-colored showroom here. “We want customers to walk in and say: ‘OK, I get this brand.’”

Federgreen, a 22-year veteran of Polo, was most recently vice president of worldwide sales and merchandising for Ralph Lauren’s Purple Label.

At Bamford, he reports to Helen Wright, managing director. Shortly before joining the company, Federgreen acted as a consultant, helping to launch Bamford’s men’s wear collection at Bergdorf Goodman for fall 2006.

Federgreen’s appointment is part of a major seven-year strategy to build the Bamford brand and push it into new markets, including the U.S., continental Europe and Asia. Bamford has four stand-alone stores in London.

The Bamford women’s collection is stylish, easy and true to the brand’s environmentally friendly ethos.

There are blouses made from crisp cotton, silk chiffon or organdy, with origami folds, pintucking or ruffles — and cloth-covered buttons. Trousers are either fluid — made from three layers of silk chiffon — or more constructed, fashioned from stretch cotton.

For many of the pieces, the company has used organic cotton, made from yarns sourced from a mill in Japan called Avanti.

The collection also features a fluid trench dress, a silver chalk-stripe suit with flat-front trousers, and a long evening dress in ivory.

Entry-level retail prices range from $450 for a blouse to $795 for a cashmere knit to $1,395 for a jacket.

Federgreen said he envisions the line hanging alongside brands such as Agnona, Loro Piana, Luciano Barbera and Brunello Cucinelli in department stores.“It has the sensibility of many of those companies, but with British taste and femininity. And it’s inspired by Lady Bamford’s lifestyle,” he said.

Bamford is a family-owned company that also boasts an organic farm shop in the English countryside. George Bamford — a son of Sir Anthony Bamford and his wife Carole, Lady Bamford — shot the spring ad campaign on the family’s estate near Saint-Tropez.

Federgreen added that Bam­ford would show its men’s collection in Milan in January and would begin showing its women’s rtw collection there as well, starting in February.

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