Seven For All Mankind Focus On Expansion

Los Angeles has produced some of the most profitable denim brands to date, and Seven For All Mankind is no exception. The premium denim company is now set to expand into more fashion and lifestyle territory, aiming to introduce new ranges such as more fashion products, accessories, even a perfume.

The company's newly appointed chief executive, Andreas Kurz, who previously worked with Italian jean conglomerate Diesel, has stated that Seven for next season will introduce tops, knitwear and jackets.

He further added that by the end of the year shoes, bags and belts will be part of the range also. Prices will be in line with the current strategy. "You can't sell a pair of jeans for £200 and sit a pair of £65 shoes alongside."

Seven is due to complete its lifestyle portfolio with a line of fragrances and a move into retail. A flagship store in the US is also part of a five-year plan. Growth will be partially funded by Bear Stearns Merchant Banking, which acquired 50% of the company in a deal completed on March 4.

Kurz said collaborations with designers, architects and mucicians will keep the brand innovative and will "maintain the hype." The brand is further expected to keep its UK wholesale as is - maintaining its 250 womenswear accounts and 100 in menswear, in a bid to retain exclusivity.