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Tamara Mellon Focuses on US Direct-to-Consumer Business

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British entrepreneur Tamara Mellon is putting plans to bring her eponymous direct-to-consumer shoe line to the UK on hold.

Despite initial plans to bring the “Made in Italy” brand to the UK by the end of 2016, the Sunday Times reported that the U.S.-based company dissolved its UK subsidiary last month.

Mellon told the newspaper there were “no immediate plans” to launch in her home country, citing a surge in U.S. sales which is stretching the brand’s capacity.

The brand is making headway through social media ad campaigns, touting its Frontline stiletto (a red carpet favorite) as a “shoe designed to make a statement without ever upstaging the woman wearing it.”

The Jimmy Choo co-founder restructured her company as a direct-to-consumer brand in early 2016 after filing for bankruptcy.

On Tuesday, Mellon told CBS News she believes direct-to-consumer is the future for luxury retail. “That is really the next generation of luxury brands and how they’re going to be built. And now we’re on fire,” Mellon said.

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