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Adrianna Papell sets sights on major international expansion

Gaelle Walker
24 March 2021

US occasionwear group Adrianna Papell has announced a major global expansion programme, including plans to grow its existing Middle Eastern portfolio and enter Japan for the first time.

The brand, which was quick to bolster its collection of black tie and formal apparel with new daywear, luxe pyjamas and premium accessories during the pandemic, will launch in three further Alshaya group department stores by the start of Ramadan on April 12.

One site will be located in Qatar, with two others in Saudi Arabia.

Adrianna Papell will also launch on Alshaya’s website, Tamanna in Kuwait at the same time.

The brand will also make its Japanese debut in April, following a launch in Tokyo’s Takashimaya department store.

Meanwhile in the UK, its “teen-friendly” prom brand Hailey Logan will premiere on SilkFred and the John Lewis and Next websites.

Adrianna Papell managing director of UK and international sales Sue Reid said business was on the up following news of the easing of various national lockdowns.

“Upon government announcements of lockdowns, we saw sales reduce. However, since the latest roadmap plans, we have seen sales increase and continue to do so,” she said.

Both daywear and occasionwear are performing more strongly and we hope to see this trend continue.

"We really believe that the occasion wear market will take off once we are out of lockdown and events such as weddings and parties take place. We believe there will be a shift change from loungewear to dressing up.

“We will continue to review opportunities for the brands both online and in stores in the UK and internationally.”

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