Lofff New Summer collection 2011

From mid June LoFff will present the new girls collection for Summer 2011. The theme of this collection

is ‘Africa’. This continent – for personal reasons - has a special place in the mind of the designer of LoFff. , With its diversity and beauty it offers a rich source of inspiration for a very gay and summery collection. The timeless elements of Africa were chosen for the collection – the blue of the Tuareg and the river Nile, the pink of the south African Prothea flower and the flamingo, the green of the rainforest and of course a lot of tribal influences from the many tribes in this continent. And that means beads – lots of beads..

The elements
As you expect from LoFff, there are recurring elements which are common to all collections. So you will find the most amazing petticoats, very sweet dresses, cute cardigans.. for hot summer days, but definitely for a fresh spring morning too. But this time you will also find decorations with elephants, rhino’s, Zulu bead designs, and of course the well known LoFff Love shirts. This season for the first time there is a small but fine range of jeans and jeans skirts in skinny fit – we heard from our customers that many LoFff tops are combined with these in real life. And we love to listen to our customers…

The colours can be split up in three groups:
- neutral, consists of Nile blue, Tuareg blue, elephant grey, rhino brown, and lots of white for that fresh summer look.
- pink, various shades of pink from the Prothea, combined with two tones of green.
- trend, the most authentic African colour range. The basis is black and white, and the accents are orange, yellow, red and turquoise.Guaranteed to give happy feelings!

Presentation
The collection will be first shown at Bubble in London. After missing out there for a year, both this show and our customer base in Ireland and the UK has been growing nicely, so we decided to return there. After that there is a whole list of fairs, international and local, the details of which are at the end of this release. Of course we are present at Ciff and the kleine fabriek, but also at some US shows. LoFff has started a cooperation with C&C Kids from New York, and importer who has nourished the growth of some famous Dutch brands in
the past, so we are very pleased with them.

Growth
Both the turnover as well as the number of Points of Sale is still growing. The start last season with our German agent has been nice – from zero to 30 retailers in a few months time. The cooperation with the Belgian agent was unsatisfactory, which is why we have decided to end that and take over the sales in Belgium with our own Dutch sales force.

For sales info in your region you can contact:

Nuala McKenna Agencies  Ireland / Northern Ireland  +44 2890 236 330
Anne Freeston Smith UK +44 1246 569138
Mio Kids – Sanne Bernard Denmark / Sweden / Norway +45 20 93 27 82
LoFff head office Belgium +31 546 641 201
Hans Oestreich Germany +49 5223 993 900
C&C kids – Sara Cohen USA +1 212 564 3031

Technical Information
LoFff is available in sizes 92 to 152. The collection consists of about 70 models in various colourways, excluding basics and accessories. The price range is medium-high. The order season runs from June 20th to September 15th 2010. Deliveries are from 15th January 2011 to end of February 2011.