Burton Launches Trend Collection

Burton will introduce two new lines when the Arcadia owned menswear brand opened its flagship on Oxford Street in London last week.

The store, now trading in the West One shopping centre above Bond Street Underground station, will adjoin a new flagship for womenswear brand Dorothy Perkins.

In addition to the main collection, it will also carry limited edition, directional trend pieces, still carrying the Burton label, updated every week.

In addition, Burton is launching Silver Label, a premium range of shirts, trousers, knitwear and jackets. Elements of the new store may be rolled out to other stores as they are refurbished. There are 381 Burton stores and 5578 Dorothy Perkins stores in the UK, of which 201 are joint sites.

Burton has also signed up Blue singer Duncan James to be the face of the brand In a GBP500,000 campaign.