Established retail brand Tie Rack has launched its first sub-brand, Le Collezioni, in its 19-year history. The brand extension features design-led men’s and women’s accessories and is designed in-house.
Le Collezioni features pilot outlets in four existing stores in Southampton, Reading, Gatwick and Heathrow. They aim to add value to Tie Rack’s product offering with items including bags, ties, scarves, hats, boxer shorts, socks and jewellery.
“Tie Rack has a strong retail presence on the high street, but, as it was launched in 1981, is in need of a brand update,” says a Tie Rack spokeswoman, and adds that the areas selected as “trials” were picked because they are considered upmarket.
If successful, Le Collezioni may roll out wider nationwide.