Chrysalis launches in nine House of Fraser stores

Brand reports excellent sell-through and move into US market.

Silver jewellery brand Chrysalis has launched in a number of key House of Fraser stores, with more locations due to open this month.

The Somerset-based brand has its own branded furniture in each of the House of Fraser stores, including Cheltenham, Croydon, Cardiff, London Victoria, Birkinhead, Belfast and Carlisle, with six-foot cabinet spaces in some stores.

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Chrysalis will open in the Bristol and Worcester House of Fraser stores by the end of the month. Each store has taken on a wide selection of the brand’s bracelets and necklaces, with an average RRP of £35.

Andy Maine, director at Silver Willow, owner of Chysalis, said: “Chrysalis has had an amazing last quarter. [House of Fraser] stores love Chrysalis and tell me that their customers love the brand.

“The staff are so enthusiastic about the brand and its product offering and I feel that sales will keep growing as the same customers keep coming back and the brand is growing its customer loyalty.”

Maine added that the brand enjoyed fantastic sell through at the end of 2012 and was now being sought out by major retailers and department stores across Europe and the US.

“The Hard Rock Casino Group in the USA is launching the large retail Chrysalis cabinet in their spas,” Maine added.

Chrysalis is set to launch a new retail catalogue this month, and is also due to showcase new collections – including a new range of stackable elasticated charm bracelets and rings – at The Jewellery Show next month.



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