From Paris with love: Cacharel's new home
MELBOURNE: French womenswear label Cacharel is expected to expand its wholesale presence in the Australian market, following an exclusive agreement with luxury distributor Aesthetics Group.
The Melbourne-headquartered company, which also oversees the domestic operations of Paul & Joe, Zoe tee's, American Retro and Karen Millen, will launch Cacharel's cruise 2009 collection across Australian retail and department stores in November.
Prior to the appointment of Aesthetics Group - the result of 18 months of negotiations - the Paris-based brand was supplied directly to Australian retailers. Aesthetics Group company director Shaf Dewani said a localised distribution base would allow Cacharel to expand its wholesale network more strategically.
"We hope to create a more accessible and relevant brand positioning in the Australian market as well as really focusing on tailoring the offering to suit the Australian lifestyle and seasonality," he said. "Fundamentally, [this agreement] will provide a focused effort to enable the brand to achieve its full potential."
The creative collaboration between Cacharel and design powerhouse Eley Kishimoto would also provide strategic benefits for the brand in Australia, Dewani said. "It's a complete modernisation and refreshment of the heritage brand. We think that this new approach will be much more appealing to the Australian market and in some ways, more easily interpreted to the Australian way of life."
Aesthetics Group will manage and grow Cacharel's current retail client base, which includes national department store Myer and independent boutiques such as Cactus Jam International, Grace, Adam Heath and Blonde Venus. Dewani said the company would be responsible for distributing all ready-to-wear and accessory collections, with a view to expanding into new categories over time.
Dewani said Aesthetics Group was currently under negotiations with several international luxury brands but declined to name any potential partnerships.
"The Cacharel [agreement] further establishes our position in the wholesale and retail market for international brands within Australia," he said. "With this latest acquisition under our brand umbrella, we are looking towards actively seeking brands which fit the affordable luxury portfolio strategy."
By Assia Benmedjdoub