LONDON — In a move to sharpen its brand identity and offer, Temperley London will fold its Alice by Temperley diffusion line into its main collection.

“We want to focus on what we do best and to unify the brand,” said Alice Temperley, the label’s founder and creative director, who noted that the main line is generating four full collections a year, in addition to capsule collections.

Temperley said that the collection would expand to include “stretched commercial price points.” Temperley London will now comprise day to evening looks, with a commercial pricing structure for each product category.

The Temperley Bridal collection will remain under the Temperley London brand. The last Alice by Temperley collection will stay on the shop floor through winter 2014.

“It is important for us to pull back and market ourselves with one point of view, one key brand message, and one positioning within the wholesale brand network,” said Ulrik Garde Due, adding that the brand would give its consumer “a very compelling designer proposition” that was “unique, complete and authentic.”

In addition, the company now plans to handle all its wholesale directly, showing its collections in the Temperley London showroom on Mayfair’s Bruton Street and in its new Paris showroom near to Place Vendome, which opened earlier this month.

The company has just launched Temperley London at Tsum in Moscow, and noted that it is exploring opportunities to launch the brand in South East Asia and Japan, alongside looking at locations for a New York flagship.

The label said that Temperley London’s sales via its online store have risen by 70 percent compared to the same period last year, while traffic to its Web site,, has risen by 20 percent compared to the previous year.

Along with a new structure for the label’s collections, Garde Due is building a new management team.
Colin Grimsdell joined the firm as chief financial officer in February. During his 25-year career, Grimsdell has held similar roles at Sanctuary Spa Holdings and at Stuart Peters Ltd, a London firm that sources and supplies women’s fashion.

In addition, Will Forester has been appointed as chief merchandising officer. During his career, Forester has held roles including brand director of Gieves & Hawkes and director of merchandising and planning for women’s wear at Burberry.

Patricia Sancho has joined the firm as senior vice president of global sales. Prior to joining Temperley, she was commercial director for Europe and the Middle East at Juicy Couture.

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