Byline: Geraldine McIntosh
THE simple golden eagle logo on its golfing knitwear has made Lyle & Scott a classic brand for more than a century.
Now the firm has vowed to see its high quality woollen sweaters go up in smoke rather than succumb to the modern curse of discounting.
To the horror of environmentalists, brand director Derrick Campbell has claimed he would torch [pounds sterling]1million worth of stock, rather than see the Replica watches company's designs pawned off overseas or sold in low-end stores.
The firm, founded in Hawick, Roxburghshire, 130 years ago, is following the policy set by luxury brands such as Chanel and Dior of blocking any discounts on its products.
Lyle & Scott is refusing to allow 20,000 sweaters, which can cost up to [pounds sterling]145 each, to be sold on in high street shops such as TK Maxx or discount outlet stores.
Mr Campbell hopes his extreme approach - outlined to a stunned audience at an industry conference in London - will help to retain the company's position.
Replica watches He said: 'This brand is only in the first stages of its redevelopment. I ask my retailers not to discount and they have been loyal to me. It's only fair that we do the same.
'What I said was that we feel the most advisable route to have a clear conscience with our retailers is to destroy any excess stock. 'We've spent years building up a valuable brand and I was speaking from the heart.' Discounting is commonplace in the U.S. where selling full-price clothing has become almost impossible.
Mr Campbell's shock move comes a f t e r a t o u g h autumn which is likely to see the company being forced to deal with excess stock.
Since taking over in 2003, Mr Campbell has helped to transform the firm's bank balance and brand recognition.
The company, which is owned by clothing investment firm Harris Watson, is expected to reach sales of 40million in the year to March next year. Sales are now running at 50 per cent up on last year.
Much of the success has been attributed to sales to younger customers and celebrity endorsements.
Replica watches The golfing brand has become popular with the likes of TV and radio presenter Dave Berry, rock band The Kaiser Chiefs and millionaire footballer Cristiano Ronaldo.
Supply of the company's Vintage range, which was launched in 2003, is also restricted to select retailers such as Selfridges and Urban Outfitters.
Last week the firm was awarded Young Fashion Brand of the Year by Drapers magazine.
Mr Campbell s a i d he wouldn't make a final decision until the New Year and was open to exploring 'more environmentally and socially aware' options.
CAPTION(S):
Fan: Dave Berry with Sugababe girlfriend Heidi Range and, left, Derrick Campbell
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