Yummie, incorporating both intimates and ready-to-wear, celebrated its official local launch earlier this month. The brand is being distributed locally by Fashionata, a newly formed entity headed up by former financier Adam Ezra and Gabrielle Schwartz. The Schwartz family owns Alet Investments, a private equity firm with a stake in fashion businesses Betts and Zu shoes, among other interests.
Ezra said it was Yummie's development of a new tricot fabric that encouraged he and Schwartz to approach the label's US-based designer, Heather Thomson, about Australian distribution.
“There's constantly new brands available to bring over here, but Yummie Tummie was true fashion innovation,” Ezra said. “It's not that often that you actually find an apparel group that has patented designs.”
Within the intimates range of product, dubbed Yummie Tummie, 22 styles including singlets, bottoms, slips and bodysuits are available to Australian buyers.
Under the ready-to-wear extension of the brand, Yummie by Heather Thomson, there are 20 “essentials” including jeans, leggings, short and long sleeve t-shirts and other separates. The latter will not be in stores until July.
Sizes across the two ranges stretch from extra small to extra large and retail price points range from approximately $50 for bottoms to $250 for jeans. Fabrics incorporated into the ranges in addition to tricot include cotton, rayon jersey and eyelash lace.
While Fashionata reported it had already acquired 35 stockists for the brand locally, Yummie founder Thomson said her goal for Australia was to grow a fashion brand that “is around a lot longer than I am”.
“I know you have two department stores here and they're both angling for the brand, but we don't need to have it all out of the box,” she said. “We want to grow this brand smart and do it the right way.”
Thomson said the point of difference between Yummie and other shapewear brands was that Yummie products were designed to be seen and comfortable enough to wear every day.
“We're an inclusive range so it's really designed for all women of all shapes and sizes and of all ages. You could say the lower hanging fruit if you will is the woman in her 40s who's had the baby, who's gravity's started to win.”
Local stockists for Yummie include Directions (NSW), Kitty K (Vic) and Hidden Lace (WA), while international stockists include Saks, Bloomingdale’s, Macy’s, Harrods and Selfridges.
Erin O'Loughlin