A Sydney based importer has snapped up an established European street couture brand, with plans in place to take the local market by storm.
A Touch of Europe Fashion Pty Ltd, which also manages labels such as Dolce Vita, Adam Jacobs, and Sao Paulo, confirmed it has secured the distribution rights in Australia and New Zealand for German designer label Beate Heymann.
The Beate Heymann label was previously distributed in Australia by Aussino imports, which has since decided to withdraw from the fashion business and focus on its core business of bedding and linen products.
Commenting on the brand coup, A Touch of Europe Fashion director Albert Drumm said the company has already started showings of the new summer 2013 range around Australia, with plans to have stock dropped into stores nationwide by June 2013.
Drumm added that this latest development comes on the back of growing sales and demand for the Beate Heymann label.
“Beate Heymann joins Style Butler and Ana Alcazar as our third premium label offering, [and] fits well within our portfolio of labels," he said.
“When the last winter range hit stores in Queensland one store sold out within the first three weeks of arrival. All orders from existing stockists have increased each season, showing growing confidence in the designer label despite its premium price position."
With a new distributor behind the label and the strengthening Australian dollar, the company also saw the opportunity to re-price the range - a development which Parker Fashions agent Elaine Kilby said is likely to further increase the brand's appeal and market share.
“The label may now appeal to a wider variety of stores who previously overlooked it in the past", Kilby said.
"Speaking from a background in design, and garment manufacturing in my opinion Beate Heymann's fabrication methods, quality of fabrics and flattering designs are second to no other imported range for sale in Australia at present. Be it here or in Europe, whenever I wear Beate Heymann I am consistently asked about her garments.”
Wholesale prices for the Beate Heymann brand start at $43 for tops, $85 for pants, $153 for dresses and $220 for designer jackets.