NATIONAL: A surge in global tourism contracts and wholesale accounts will see both areas become a key focus for Camilla Franks’ label in the new year.
International sales for Camilla’s current spring/summer collection are up 330 per cent on last year, according to Franks. International stockist numbers now match those on home soil, with 120 global accounts spanning powerhouses such as Harvey Nichols, Lane Crawford and Villa Moda. Franks is also in discussions with luxury department store Bergdorf Goodman.
The designer said this year’s international success was due to her brand’s unique offering and had been facilitated by recent success in sourcing agents and distributors of the highest quality. The Greek islands are currently the label’s strongest market outside of Australia, although Franks sourced a distributor there only earlier this year.
“That’s a very new thing, and I’m so glad I’ve done it. It’s just made for Greece. You’ve got the heat, they love wearing colour, it’s near the water and the label’s a lifestyle thing. It just works.”
Franks said her Greek distributor was concentrating on tapping five-star hotels and boutiques, and the designer has adopted the same approach in her booming corporate arm.
After a 2009 collaboration with the luxury Per Aquum resort, Huvafen Fushi, Franks is now in the midst of discussions with Starwood hotels and resorts worldwide.
“We’re talking about doing fashion parades, cross promoting, designing exclusive prints,” she said.
The collaboration is due to get under way in early 2010 and will add to Franks’s long corporate ‘to do’ list, including discussions with airliner Emirates to design uniforms for its yet to be launched budget airline, and her acceptance of an “ambassador” role for opulent Hamilton Island resort, Qualia.
Local sales have been boosted by the opening in November 2009 of the label’s third retail store, in Sydney’s Mosman. The growing retail arm has also encouraged a “really strong” re-order business, Franks said.
“Australian accounts have been amazing. Our sales yet again in Australia for this collection compared to last season’s collection have probably had a 400 per cent increase. That’s had a lot to do with the huge success with David Jones nationally. They’ve been amazing with their marketing and support and really driven the sales.”
While Franks said she loves retail, the focus for 2010 will switch firmly to business development.
“Over the last couple of years we’ve really concentrated on getting the right training in place, getting the stores running smoothly, our wholesale, our production. But now that’s all in place, we want to concentrate on tapping into new markets.”
Erin O’Loughlin