UK fashion retailer River Island has launched a brand called BU, which it has developed in conjunction with urbanwear brand and retailer Boxfresh.The range is aimed at the price-driven end of the market and will be promoted in-store with dedicated areas and point-of-sale material.River Island dropped its previous range of own-labels two years ago to focus om the River Island brand. However, it has been slowly introducing more brands into stores, such as outdoor clothing brand Jeep.