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January 28, 2011

Brand stretching

lotus_cardigan.jpg

Frst impressions suggest this is brand stretching done properly. Provided Lotus Originals keeps its price point high and limits distribution carefully, a fashion and lifestyle line should not hurt the marquee.

If seconds turn up in Bicester, it's fine; if they turn up in Target, it's not.

Famed British sports car marque Lotus has a super-stylish history, with the likes of James Bond and Steve McQueen among its best known enthusiasts. Now the storied firm, founded in 1952 by Colin Chapman, is looking to reclaims some of that former glory with a new lifestyle brand set to launch in February. Dubbed Lotus Originals, the diverse offerings will include everything from leather jackets and blue blazers to bags and backgammon sets.

I am waiting for the site to open so I can find out what they want for the cardigan.

Posted by Ghost of a flea at January 28, 2011 09:28 AM