An expansion into non-denim apparel and a push into the UK and US markets are set to dominate the activities of plus size label Embody over the next nine months.
The five-year-old womenswear label, designed and managed by Natalie Wakeling, has just released to buyers its first ever non-denim designs. The seven styles include a silk shirt, jersey dresses and a ponte fabric skirt and are available in sizes 12 to 20.
The additions to Embody's stable have been enabled by a plus size market that keeps growing year on year, Wakeling said.
“I wanted to offer some beautiful basic pieces that I know other plus size brands don't offer at the moment, like 100 per cent silk pieces,” she said. “More the designer feel, a little bit more exclusive. Not chain store things.”
Retail price points for the Australian-made product are “middle of the road”, she said, with jersey dresses retailing for $220 and a silk shirt for $350.
The styles will be available year round, with plans to add to the seven core styles each season. It's the same business model Wakeling has employed in Embody's denim line, which has grown over the years to offer jeans, jackets and skirts in sizes six to 26.
“I think that's why my business has done well, because people can come back and buy the same pair of jeans they had two years ago knowing it's still available but we offer it in new colours or new washes,” Wakeling said.
Also on the cards is a push into overseas territories. In December 2010, Wakeling signed with US firm Emery Lane PR to publicise Embody's plus size designs in that market. She also has trips to the UK scheduled for later in the year.
“It's always quite slow and steady – it's a risk – but it's moving ahead which is great,” Wakeling said.
Embody first launched into the Australian market in 2006, with a select stockist base and e-store.
Erin O'Loughlin