The owner of Perth designer fashion boutique Mymuse is delving into the short order wholesale market with European-made product.
Barbara Kessler has created a private label range of 20 colourful, printed dresses for spring/summer 2009. The collection is made in Paris but will be available to Australian boutiques within 48 hours of order.
Kessler said she wanted to offer European-made stock as an indent order rather than through the forward order system, which can be long and costly.
“Most European buyers are lucky enough to be able to leave part of their buying budget to add stock, helping them to respond to the seasons needs,” Kessler said.
“This is what I want to offer Australian stores. This is a great way for stores to get fast turnover with a higher mark-up, introducing colours and styles that lift their collections.”
The private label was first launched two years ago, but was previously only available in Kessler’s two Mymuse boutiques in Perth. Wholesale accounts will now be targeted in Melbourne, Sydney and Brisbane, with customers able to purchase stock online.
The dresses are made with either a mix of viscose and spandex or polyester and spandex and can be hand-washed. They feature animal-inspired patterns, swirling prints and repetitive zizag effects. Most are slimline with rouching on the bodice and bust area and retail for $349.
Kessler has been in the fashion industry, primarily in the UK, for 30 years and runs two womenswear boutiques in Perth as well as an online store. Last week she opened her first Melbourne Mymuse store in Toorak Village.
The 100 square metre space offers international brands such as Blacky Dress from Germany, Blanc Nature from Paris, The Swiss Label from Switzerland and Ema Savahl Couture and Alberto Makali from the US.
Melinda Oliver