When Belle & Bloom tested its coats online, the brand didn’t anticipate the number of orders since it was already the middle of winter.
The coats clothing line, which includes the Walk this way coat and Ex boyfriend Jacket, launched on July 1 with a test on the Belle & Bloom site.
To the suprise of its owners, online sales doubled in July while the Iconic sales tripled, and Myer online started picking up too.
The average sales for coats online went from 10 units a day to grow to an average 150 to 200 units per day despite the weather getting warmer.
Belle & Bloom sold out all the initial purchase and arrange replenishment and new colours in the production three times just in one month.
CEO Sherry Wu, also owner of underwear line Mosmann, said currently many styles are sold out and in pre-purchase status online.
“Given it was the middle of winter we didn’t expect the magnitude in sales and interest from consumers.
"Although the new category line was well designed and planned, the July launch performed substantially better than we expected.
"After the consistent sales we decided to present the coats to The Iconic and sales tripled.
"There is a gap in the market, where consumers want to find point of difference in trend, high quality and affordable pricing, similar to our bags. We apply this ethos to our whole brand."
Price points range from $199.95 to $249.95 with the line created from a wool-blended fabrication.
While the Walk this way jacket started with three colourways, and two for the Ex Boyfriend style, they have since been extended to six and seven colourways respectively.