MELBOURNE: Knitwear brand Cable has taken the leap into permanent retail, following a pop-up store experiment originally driven by the global financial crisis.
Knitwear brand Cable has taken the leap into permanent retail, following a pop-up store experiment originally driven by the global financial crisis.
The women’s label, designed by Georgina Sutton, opened a temporary store in Victoria’s Armadale in April 2009 to sell excess stock accrued when some of its wholesale stockists closed down and could not take orders.
Sutton said the initial lease was for four months, but as stock sold quickly, she ordered more from the factory to fill the shop floor.
“We [then] went on a month-to-month lease and we have just signed another 12 months,” she said. “We have [renovated] the floors and we are about to put some proper change rooms in.”
Sutton said she was uncertain how the store would perform during the summer months, considering Cable is primarily a knitwear brand. To ensure trading was steady she increased the brand’s array of non-knitted apparel, with some tops, dresses and trousers placed in the mix.
“I made everything a bit lighter and added lots of cottons and brightened up the palette,” she said.
She said sales results for the store have doubled since this time last year, giving her the confidence to proceed more permanently.
Winter is the key season for the label, with two full collections offered. The retail space has encouraged Sutton to expand the product offer, with a new line of cashmere travel pieces to be introduced next winter.
A leathergoods collection called Cable Carry, comprising belts and bags, will also be launched. The brand’s basics range, comprising woollen tops at around $120, is to expand in variety.
Sutton is the former designer of womenswear label Nicholson. She works on the shop floor two and a half days per week to meet customers and learn which products work best for them. She also spends time developing new knitting techniques with local factories, as all product is made in Australia.
“It is certainly more expensive than dealing with China, but I try not to pass that on too much,” she said.
Since launching in summer 2007, Cable has secured around 80 wholesale stockists across Australia and New Zealand.
Styles offered include knitted wraps, short or long cardigans, boleros and knit dresses with button detailing, draping and folds. Cashmere, merino wool, silk, metallic and cotton yarns are highlights of the range. An average price for a long knit piece is around $349.
Melinda Oliver