J Lindeberg to launch diffusion range

Diffusion ranges are the new designer brands, it seem. Next to join the likes of D&G, Missoni Sport and Marc by Marc Jacobs is J Lindeberg. The company is set to launch the collection for autumn 07 and has appointed a new UK head of sales. The range will be priced 30 per cent lower than the mainline and will mainly be denim and casualwear. The company is planning on delivering four collections per year with the first due in store from October.

J Lindeberg has appointed Michael Benjamin as head of UK sales. He will join from Sand where he was country manager, and will oversee sales across its mainline, diffusion and JL lines. Benjamin will report to commercial director Ginni Georgiades, who joined the company in March.

Georgiades said: "We really want to push the brand in the UK and the diffusion line will sit around the same level as D&G and Diesel. We're aiming to grow to between 50 and 70 stockists over the next three to four years. We are also looking for a location for a London flagship store to open in spring 2008. J Lindeberg has about 20 UK stockists for its mainline, which is sold in Harvey Nichols, Harrods and Selfridges as well as in upmarket independents.