Israeli cosmetics chain Laline targets UK via Land Securities tie-up

Laline has more than 50 stores internationally, primarily in shopping malls. It wants 5-8 stores in the UK in its first year and is targeting around 30 in the longer term.

The retailer sells soaps, candles, fragrances, oils, bath accessories and gifts.

Brand Empire will invest in the store set up and employees while Laline will take responsibility for product line and brand marketing.   

It is the second deal for Brand Empire, after it secured a tie up with Spanish fashion group Groupo Cortefiel last month.  Brand Empire will help launch the retailer’s three brands Cortefiel, Springfield and Women’s Secret in the UK.

Laline previously had three franchised stores in the UK, in London’s Muswell Hill, Canary Wharf and Brent Cross, but all were closed. This new deal will allow the retailer to open, for the first time, full range, large format stores in key locations.

Brand Empire’s chief executive Sanjay Sharma said: “Our ambition was to sign four brands in 2010 so to have reached this milestone in the first quarter and with such quality retailers, demonstrates the strength of the Brand Empire concept.  We recognised that there was an opportunity to assist international brands to enter the UK market by offering them our combined property and retail knowledge.” 

Laline founder Merav Cohen said: “Our boutique stores have a strong following throughout Israel and we are really excited to be bringing Laline’s extensive product range to UK shoppers.  Our brand has the opportunity to access what had previously been a difficult market to enter for a small international retailer, by using Brand Empire’s local insight and innovative partnership approach.  Laline now has the confidence to strive for a bigger presence and to achieve it more quickly than usually expected when entering such a competitive market.”

Land Securities set up Brand Empire last year in an attempt to help more international retailers enter the UK market.