Sabatini looks to shake up knitwear sector
High-end apparel Sabatini will launch an aggressive assault on the knitwear market, introducing two new labels and debuting a line of accessories.
The company, which has an operations base in Sydney but whose headquarters are in Auckland, will introduce a contemporary new youthwear brand dubbed Sonny in Love in time for autumn/winter 2009.
Plans are also underwear for new luxury leisurewear range called 'Slouch by Sabatini' while a sister brand Aliza by Sabatini will debut an organic and eco-friendly collection - using fine gauge wool, bamboo and cashmere blends.
Designer Margi Milich said the fashion house elected to launch the new lines after identifying gaps in the market.
This was particularly true of Sonny in Love, where Sabatini wanted "colour and spark" spread among the intricate weaves of the new designs, she said.
"It was summertime, love was in the air [and we were] sick of black. We haven't found anyone else who is specialising in knits for this market. There are labels who are doing knitwear components but none which have the technical ability that we have."
Targeted at a younger audience than the fashion house's other core brands Sabatini and Sabatini White, Sonny in Love boasts a lower price point than its stable mates with retail price points ranging between $100 and $500.
Constructed from merino wool and viscose blends the collection - available in sixes eight to 14 - includes dresses, tops, tunics, hoodies, longline cardis and slouchy oversized shapes. Manufactured in Auckland, it will be stocked by domestic retailers with future plans to distribute internationally.
Milich said the Slouch by Sabatini range had been designed for sophisticated wearers to "lounge around the house in". Featuring oversized shapes, the line is constructed from cashmere blends.
"We're really focusing on launching the new collections right now so the future plan for the label is about getting it right and creating a following. What we can say is there are some really cool accessories in the pipeline which we're all really excited about."
Sabatini brands are stocked in stores across Europe, Asia, North America, New Zealand and Australia with stockists including David Jones, Austique (London), La Biondina (Barcelona) and Soho-Soho SA (Athens).
By Tracey Porter