New account openings at trade shows also boost charity-driven brand.
Jewellery brand Chavin has announced 239% growth in H1 of 2013 following a boom in sell-through in existing retail locations and several new account openings at the Jewellery Show London.
The charity-driven brand has undergone a revamp in the last year with new POS and campaigns launched at IJL in September 2012 and an increase in its presence in independent retailers and department stores across the UK, namely House of Fraser.
It has also worked closely with its retail partners to match their needs for in-store merchandising, something Chavin managing director Simon Ogilvie-Harris says "has resulted in increased sell through and further orders".
Chavin recently held a press party with guests including celebrities and the Ambassador of Peru, where the brand’s mainline and SS13 collections were showcased. Ogilvie-Harris says that the event has helped to boost the brand’s coverage in mainstream lifestyle consumer press while generating a significant increase in retailers wishing to stock the brand.
Chavin has opened a concession space in House of Fraser’s Oxford Street flagship store this month and has summer openings lined up with various new retailers across the UK.
Ogilvie-Harris said of the brand’s development: "This is another major step forward for the brand and its distribution plans, marking a pivotal point in the development of establishing ourselves as a recognisable permanent brand in the UK market."
In March the brand announced that it had signed up 78% more stockists at The Jewellery Show at Spring Fair in February compared to its appearance at the show in 2012.