SYDNEY: A business relationship forged at Rosemount Australian Fashion Week (RAFW) has aided Camilla Franks in scoring three international distribution deals.
The kaftan designer told Ragtrader she was approached by an international buyer of a “big online website” in the wake of her catwalk show at RAFW in May.
While Franks had been servicing the European, UK and Asian markets via a Milan-based agent and direct sales from Australia, the buyer was keen to further the brand's distribution.
“We took off on a flight around the world after hardly even knowing each other and he introduced me to distributors and agents around the world,” Franks said. “I signed up with a couple of them.”
Among the womenswear designer's new clients is her first UK and Ireland distributor, Ego Mark.
The deal means Franks is no longer required to sell directly to her primary UK stockist, Harvey Nichols, and is set to increase her stockist base to a maximum of 20 accounts.
The label also signed with a new agent and distributor in Japan, H30 Fashion Bureau.
“[In] Japan, at the moment we've only really got the two accounts. We're going to get them to manage Asia as a whole. We're looking to increase [business in that region] by at least 200 per cent,” Franks said.
The US leg of her trip saw Franks sever her one-year-long relationship with a “hideous” agent, signing on with a new showroom instead.
“With America I think we've probably got about 30, 40 accounts. I want to grow 15, 20 per cent, really concentrating on the holiday destinations.”
Also in the works is a potential partnership with Seven For All Mankind founder and former owner, Peter Koral. The pair are in discussions on opening international Camilla boutiques.
“We've been in contact the last year,” Franks said. “I met up with them in Los Angeles six weeks ago and I'm planning to see them again in September, go to Malibu, look at stores. Then the negotiation process will start.”
Franks expected the Koral deal to be finalised within the next six months.
Camilla debuted in 2005 and operates three boutiques in Sydney. Local stockists include David Jones, Avanti (Qld), Blondies Boutique (Vic) and Sana (WA).
Erin O'Loughlin