NATIONAL: Close to 40 domestic retailers have taken a punt on Bardot's venture into the menswear sector - with a department store account likely to follow.
As reported on Ragtrader Online, the High Street womenswear chain planned to release its 'James Marlon' brand across select Australian boutiques from August. Marketing manager Sarah Morgan said ACT's Parliament and Victoria's Mix It Up boutiques were among those which would stock the collection.
She confirmed the 62-piece streetwear collection was been presented to menswear buyers from key department stores.
Morgan said the venture had a distinct point of difference from other high street competitors, with trend-driven streetwear items priced at up to $160. Womenswear chain Witchery released its own men's label earlier this year, emphasising classic, tailored designs at prices ranging from $50 for a tee, $250 for boots and $800 for a leather jacket.
Morgan believed the two were pitched at different ends of the market - and stressed it would be an enterprise independent of the core Bardot brand.
"We're really pushing to be the first out there with new styles," she said. "The formula for James Marlon will be similar to what we do at Bardot - set trends with a bit of an edge and offer it in quality, affordable products."
The company had enlisted Bardot denim manager Chris Skoufis to spearhead its menswear venture. Skoufis joined the brand in 1997 and oversaw key production elements such as quality control, fit and wash styles.
"We knew there was a gap in the market for quality men's clothing that's affordable. It's been a passion of ours for many tears, brewing away in the background, waiting for the right time.
We're in a great position to give customers what they look for in a pair of jeans given our years of experience in developing Bardot denim. James Marlon denim will undergo vigorous quality and fitting processes."
The debut range would offer 32 types of tees, cardigans and singlets and 30 types of jeans and pant styles. Most denim styles would retail at an average of $160.
Bardot currently operates 32 stores across Australia with two new sites expected to open in New South Wales and Western Australia by September.