Liberty to remove cheaper products from its signature collection

By

Barbara Santamaria

Published
Nov 14, 2017

Upmarket department store Liberty is set to drop some of the cheaper items it sells as part of its own brand collection under plans to restore its exclusivity.

The store’s famous floral and paisley prints will now be featured only on items which reflect Liberty’s heritage, reports the Evening Standard. Cheaper items including hair scrunchies will be stripped from the collection.

“The Liberty print has to be on the right stuff. It would be very easy to put it on everything but that does not mean it should be. The Liberty print scrunchie really was a low point for me,” said buying director Gina Ritchie.

The initiative aims “to re-establish the specialness of the Liberty print by introducing it in more premium products,” she told the Standard.

Liberty has recently made big efforts to revamp the 142-year-old business, including an overhaul of its menswear and womenswear departments and the introduction of new premium brands and lifestyle areas. The retailer has also created a new restaurant offering brunch, lunch, afternoon tea, early dinner and all-day cocktails to encourage shoppers to spend more time in-store.