My theory re: the limited release is that because it is very fashion orientated, and perhaps not having mainstream "everyone" appeal, that they are releasing it where they know it will be well received, ie Selfridges and perhaps countries who will easily embrace the nature of Heatherette, rather than taking a gamble on places where it might not sell well bcos not everyone (besides makeup addicts) will feel comfortable pulling off the discoball look.
Unlike N Collection and Fafi whose products I reckon had a more universal appeal....