Ecco Australia has taken the latest step in its premiumisation strategy, launching the new leather goods collection in Australia. 

The new bags and accessories range launched locally online in early September and is set to hit Ecco's retail stores later in the year. 

The unisex collection features pieces made from Ecco's DriTan leather - a leather that uses zero water in the tanning process and produces no wastewater or solid waste.

Other sustainable innovations include minimised hardware, the use of recycled fabric or no linings at all in the styles. 

Ecco Australia GM Jeff Karger told Ragtrader that the new range is suited to the new customers the business is focusing on with its premiumisation strategy.

"This new line of leather goods is young, versatile and independent.

"With a focus on sustainability, designed in-house and crafted with a luxury-goods level of construction, this new range is a clear reflection of the premiumisation strategy.

"Ecco leather goods has been designed for a progressive new consumer who wants responsible and beautifully-crafted goods that fit their hybrid lifestyles," he said. 

Karger added that the new leather goods range is encouraging purchases across Ecco's other categories. 

"We've had a positive response by current and new customers alike in the first weeks.

"The new approach to leather goods, with a focus on hands free and flexible accessories is reflected with above expected positive sell through and pleasing cross over to other categories by the same consumer," he said. 

The new leather goods collection follows the recent launch of 'Anine Squared' toe range in Australia, which delivered on consumers' demands for comfort flats. 

Karger added that alongside the leather goods' launch into stores, Ecco will open a new store in Perth. 

"Looking ahead to 2022 sees further expansion of our retail footprint including an exciting addition to our Perth portfolio where we will open a New Prime Store within the newly renovated Karrinyup Centre in Q1," he said. 

The leather goods range features an array of bags including laptop bags, camera bags, totes, crossbody bags, backpacks and a range of leather letter keyrings. 

The collection is available now online and retails for between $59.95 and $399.95.

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