MELBOURNE: Victorian shirt and suiting label Sterling & Viceroy has expanded its product offering and is planning a move interstate.
Co-owner Edward Kift said the company is currently negotiating three CBD sites in New South Wales, two in Queensland and one in Western Australia.
“All of these markets are good for the brand, especially in central business districts and shopping centres where there is a need for good quality and value clothing options for work,” he said.
The Collingwood-headquartered company launched just under a year ago with three stores in Victoria: Melbourne City, Docklands Waterfront City and Brand Junction Bundoora.
A fourth Victorian site will open at Chadstone shopping complex later this month, in addition to an upgrade of its Waterfront store, which will see it grow from 60sqm to 160sqm by December.
“All stores work off a footprint of at least 100sqm,” Kift said. “It’s all about sourcing the right locations for the brand – all locations will offer men’s and ladies’ business attire and casual business clothing.”
Sterling & Viceroy initially launched as a shirting-only company, offering men’s and women’s styles priced from $99 to $119. In August, the brand branched out to include suiting options such as ladies’ jackets ($349) and pants ($149); men’s suit jackets ($399) and pants ($179); and cufflinks ($40).
Earlier this month, the brand released a casual businesswear line which featured chinos at $100 and polos at $60.
Sterling & Viceroy’s signature shirts are offered in ‘classic’ and ‘slim’ fit styles, with its fitted men’s option coming with stainless steel metal collar stiffeners and double cuffs. The women’s tailored fit features shaped seaming to fit the body, a long soft collar, double cuffs and a slightly longer length.
Kift said the strongest selling item in the brand’s suiting category is women’s pants. He said while the company is currently focused on pushing its product offering on the retail front, wholesale operations will likely commence in late 2010.
Sterling & Viceroy is headquartered in Smith Street, Collingwood, and employs 12 full-time and part-time staff.
Assia Benmedjdoub