The new labels – Grace and Favour and Keepsake – are set to debut in stores from May and August respectively. AFL is planning an aggressive expansion strategy for both.
Grace and Favour will take the lead with a planned rollout to a minimum of 150 boutique stores nationally, with flagship stores and international distribution also on the cards. The opening range consists of three collections and 85 pieces in total, using lace, silk and cotton blends. Sizes will range from eight to 16 and garments will retail from $49 to $229.
Sister label Keepsake will follow suit with a collection of 30 pieces, mostly party dresses in luxe fabrics and in a range of colours from brights to neutrals. The brand will target the 15 to 25-year-old ladies’ market and will retail from $89 to $199. AFL is currently in talks with Myer to have Keepsake launched via Miss Shop, with initial distribution across 20 stores.
AFL chief executive Dean Flintoft said the positive response to the company's first labels, Finders Keepers – which debuted in Myer's Miss Shop last month – and Cameo, has paved the way for this multi-faceted push into the Australian market.
“The first 12 months was a steep learning curve for Finders Keepers, but after some expensive mistakes we improved our systems and the next 12 months yielded huge growth, which gave us the confidence to launch new labels,” he said.
“Finders Keepers is now stocked in 250 stores across Australia and in six other countries, and Cameo launched 12 months ago and is now sold in 150 stores in Australia and four other countries.
“We've secured US sales and distribution for Finders Keepers and are in talks with a US wholesaler for our other labels. We will then look into distribution in Europe with some strategic flagship stores also on the drawing board.”
However, with AFL doubling its sales volume every six months, supply has become a crucial issue and the company is also on the hunt to partner with a new manufacturing firm in China, he said. AFL is currently based in Adelaide.
Daniela Aroche