Brick Lane designers in £1m deal

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The Laden Showroom in Brick Lane, home to 70 young designers, has signed a contract with Scandinavian online fashion retailer Nelly.com. Its clothes went up on the site on Monday.

The Laden Showroom is already one of the bestselling brands on British style emporium Asos.com, which it joined in August 2007 - just before the financial meltdown.

While other retailers have floundered, turnover from The Laden Showroom's shop and online sales have doubled in the last year to £2.5million.

Co-founder Barry Laden, 43, a former accountant, said: "People want unique clothes that don't cost the earth and are ethically produced.

"They want to know they're supporting small British shops. It's all about quality when you have less money.

"After Scandinavia, we're looking to expand into Japan, southern Europe and the US."

Mr Laden founded the fashion house 10 years ago with his sister Adele, 40, who designs one of its labels.