NATIONAL: Norwegian womenswear label by Ti Mo has made a strong launch into the Australian market, securing around 22 stockists at trade fair Fashion Exposed.
The label’s Melbourne-based agent, David Israel of Cinnamon Creations, said it had been picked up by boutiques in Melbourne, Sydney and New Zealand at the event in Sydney last month. He is continuing to target premium fashion boutiques and homewares or gift shops.
Designed in Oslo by Tine Mollatt, the brand has a feminine, romantic look with soft colours, silks and cashmeres included. Fine details such as buttons, lace, small pockets and frills are key. The winter 2011 collection was shown at the fair and features pinks, burgundy, mushroom and cream shades.
“It has seamless seasons that run one into the next, with layered looks, tights and cardigans,” said Israel.
He said average wholesale prices were $49 to $250 and it was pitched at the age 30 to 35 plus market.
Israel said the six year old label has a strong presence across Europe, particularly in Scandinavia, Germany and Spain, and is also stocked in the UK.
Two seasonal collections are offered per year, created six months ahead in line with northern hemisphere seasons. Israel said this means local buyers can have flexibility of delivery and receive collections ahead of southern seasons if required.
Israel said the brand is manufactured in a number of countries including Greece and Poland, with fabrics sourced from Korea, India, Japan and China, among others.
Point-of-sales promotional support is offered with the label, including heart-shaped gift boxes and notepads, as well as postcards from Norway.
Israel intends to show the brand at Fashion Exposed each season, and in his dedicated showroom.
Melinda Oliver