Ex-Warehouse trio launch sustainable Albaray label

By

Nigel TAYLOR

Published
Mar 16, 2021

A new sustainable womenswear collection called Albaray is set to be launched in April by three former Warehouse brand executives.

CEO Paula Stewart, chief creative officer Karen Peacock and chief commercial officer, Kirstie Di Stazio are behind the initial 85-piece spring/summer range of sustainable womenswear targeting 25-50-year-olds.

The brand will launch with a considered selection of dresses, separates and loungewear, with a focus on affordable high quality and sustainable clothes. Products include jersey T-shirts and vests, shorts, dresses, loungewear and jumpsuits. Retail prices range from £22 for jersey tops to £89 for a jumpsuit.

The offer will grow to around 130 pieces for autumn/winter and include knitwear.

The first collection will be available next month on the brand’s website and via retail partners John Lewis (five stores and online) and Next’s website.

Paula Stewart, former Oasis and Warehouse Group chief product officer, said the pandemic forced the trio to take a more thoughtful approach, targeting environmentally conscious customers, who are questioning the impact of fashion. She said the label is all about good quality, sustainable clothes that "shouldn’t just be available at great expense.”

Di Stazio, added that the firm is working with factories with which the team has long-standing relationships and which they trust. Albaray’s five suppliers, which formerly had ties with Warehouse, are based in China, Vietnam, Greece, and India.