SYDNEY: Men’s contemporary footwear brand Antoine and Stanley has secured national distribution in David Jones, seven years after launching.
The Sydney-based brand, run by designer Paul Waddy, will appear in 15 major David Jones stores from January 2011, with around 15 styles from its autumn 2011 collection.
Waddy said he had long aimed to be represented by the store, but waited until the business was solid before approaching the buying team.
"I knew they could either make you or break you and that we needed to be 100 per cent ready to go in," he said.
"I knew that we needed to have the right pricing, the right styles, I needed to be 100 per cent confident with the quality of the shoes."
The range features desert boots, dress shoes and brogues priced from $139
to $199.
Waddy said black is the dominant shade, with patent leather, rough suede, metallics and studs all part of the offer.
"The main objective is that if it sits on the shelf next to a European label, you shouldn't be able to tell the difference, except for a sticker that says it is made in China," he said.
He intends to support the move with print advertising and a public relations drive.
Antoine & Stanley is also stocked in around 75 footwear boutiques nationally and has its own e-commerce site. It also has a presence in New York and is seeking a US and UK distributor. Waddy and business partner Raimonda Sanna also run directional women's footwear collection Sanna Shoes.
The company recently launched a fashion wholesale firm, The Fashion Agency, with current clients including menswear brand Gallela, Premonition and Perth label Alchemy.
Melinda Oliver