SYDNEY: David Jones will boost its next order of Camilla stock by 20 per cent as the label’s founder works to secure an “exclusive” deal with a high-end international retailer.
Designer Camilla Franks revealed David Jones womenswear buyer Damien Burke committed to increase the department store’s buy of Camilla product at a meeting held in late 2010. The 20 per cent increase was spurred by a “strong” sell-through of Camilla’s spring/summer 2010/11 collection, Franks said.
She said David Jones had also increased her label’s floorspace in its flagship Elizabeth Street, Sydney, store by 70 per cent, to 21.8 square metres. “It looks like a proper concept store,” Franks said.
The bolstering of support from David Jones comes as Franks negotiates the production of an exclusive range for US-based high-end retailer Intermix.
If the deal goes ahead, it would see Franks’ designs on sale in over 20 Intermix boutiques alongside labels including Stella McCartney, Chloe and Missoni. Franks’ Intermix talks come in the wake of an unsuccessful attempt to establish US-based Camilla stores with Seven for All Mankind founder and former owner, Peter Koral, in 2010.
Other initiatives designed to further Camilla’s international brand exposure in 2011 include a commitment to four international trade shows –“one in Miami, one in Dallas and two in New York” – and plans to open the first European Camilla boutique.
Also scheduled is the relaunch of the label’s website this month and two new Australian stores to complement Camilla’s existing three boutiques in Sydney.
“We’re in negotiations with quite a few different locations, a couple in Melbourne and a couple in Queensland,” she said.
Camilla’s autumn/winter 2011 collection, ‘Woodstock’, comprises 170 pieces including 50 to 60 knitwear styles. The latter is a new product category for Franks, as are the range’s leather leggings and waistcoats, wool cardigans, double-sided shawls, slim modal undergarments and wedge shoes.
The new additions were in response to demand from northern hemisphere clients, Franks said. Retail price points for the winter collection include $385 for shawls, $990 for leather leggings, cardigans from $550 to $600 and oversized coats at $950.
Camilla has over 80 local and 120 international stockists and is carried in 10 David Jones stores locally.
Erin O’Loughlin