SYDNEY: French lingerie and swimwear label Daniel Hechter Lingerie Paris has launched into the Australian market through a domestic distributor, with plans to become a well-known brand in the sector.
Brisbane-based company TLC Global Importing is managing the label’s Australian wholesale operations. It began sourcing stockists at Fashion Exposed trade fair in Sydney earlier this month, with an exhibition in the Allure lingerie precinct.
The Parisian label was launched in 1991 with the lingerie collection, followed by swimwear in 2001. The label stems from the fashion house of designer Daniel Hechter, born in 1938. The brand is exported to over 30 countries and is stocked in 1500 retail outlets. It sold 2.2 million pieces in 2008.
TLC Global Importing agent Dianne Clarke said the label’s point of difference was its unusual detailing, unique fabric combinations and quality manufacturing. French lace additions, piping through the cups, fold-down fabric corners and statement buttons are key elements.
“It’s almost outerwear,” she said. “A thing you want to show.”
Clarke intends for the brand to be stocked across the country and is open to lingerie boutiques and department store stockists. Early into Fashion Exposed Clarke secured a couple of stockists for the winter offer and said interest in the summer collection from east coast boutiques was promising.
The summer 2010/11 collection features 10 lingerie styles in black, pink and ivory shades. Touches of tartan, floral and large dot prints are included. A small range of the winter 2010 collection is available for prompt delivery. Sizes for the lingerie span 10A to 16D.
She described the swimwear offer as a little bit vintage and “Bond girl”. Adjustable straps, mixed colour panels, retro-look fabrics and moulded cup support are key features. Colours include chocolate, jade and hot pink. A small offer of sleepwear including pants and camisoles is also available.
Retail prices for the collection start from $65 for briefs, $93 for camisoles, $99 for swimwear tops, $119 for bras and $123 for sleepwear pants.
Daniel Hechter Paris also produces womenswear, menswear and accessories.