Manchester-based Americana International is terminating the British label Hooch due to poor sales. Founded in 1993 and distributed by Americana International, the brand was unable to find its niche in the marketplace. “Pre-orders totally fell short of our expectations,” Americana International CEO Peter McGuigan said. “The label’s positioning and the general economic climate bear the blame.” The company is now said to be focusing on the sister label Bench, which has had more commercial success. Hooch is currently carried by 200 retailers throughout Europe. Pre-order numbers for F/W 2009-10 were reputed to be too low for the new collection to break even. As a result, all orders have been cancelled.

—Melanie Gropler