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EXCLUSIVE: Alex and Ani prepares for full UK launch

American jewellery brand Alex and Ani is planning a full launch into the UK this year with a standalone store scheduled to open in the autumn.

The brand, which has nearly 90 of its own retail stores in the US, Canada and the Caribbean, and more than 1,900 points of wholesale distribution worldwide, already has a small presence in the UK market and is currently sold through selected independents.

Now Alex and Ani is preparing for a full launch, with a UK team in place headed up by former Swarovski head of wholesale Mahan Lankarani. Joining Lankarani in the UK is head of wholesale David Nicholls, also formerly of Swarovski, and marketing director Rachel Costello, formerly of Fossil Group.

In addition to the opening of the first store, scheduled for the autumn, the brand also plans to launch a transactional UK website as well as significantly increasing its wholesale presence through independent retailers.

Speaking exclusively to Retail Jeweller, Lankarani explained: “Alex and Ani has a great point of difference in the product it creates.

“Not only do we manufacture beautiful eco-conscious jewellery at very affordable prices, but the message behind the products and the brand itself will appeal to UK consumers and retailers alike.”

The brand is best known for its range of expandable and stackable wire bangles adorned with symbols that are designed to hold meaning for the wearer, although a full range of jewellery including rings, earrings, necklaces and pendants is also available.

  • To read more about Alex and Ani’s plans for the UK, read Retail Jeweller’s interview with Mahan Lankarani and Rachel Costello in the June issue out today (May 24).

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