The British fashion brand, which is currently stocked in more than 30 stores across the UK including Topshop, Selfridges, Bloomingdales and Galleries Lafayette, has inked a deal with Myer to have Lipsy apparel sold through 67 Myer outlets nationally from August 1 this year.
The debut collection, dubbed “The other side of midnight”, features dresses in lace and chiffons with delicate beadings, and an array of one-shoulder styles. The initial line also zones in on the colour blocking trend, floral prints, and bando shapes, with price points ranging from $80-$120.
Fresh product will be dropped into Myer outlets every month and the department store will celebrate an official public launch of the Lipsy label on August 20 in the Melbourne and Sydney City stores.
As reported in Ragtrader August 13, 2010, Lipsy has been planning its Australian assault for some time, with the brand originally scheduled to launch in November 2010 via Krites Fashion Brand management.
Lipsy has since abandoned Krites in favour of Myer and, according to Lipsy brand media director, PR & marketing, Dahlia Shaffer, the department store giant was a better fit.
“Myer have shown huge commercial and financial confidence in Lipsy and likewise Lipsy with Myer. The arrangement is a very strong one for both parties and Lipsy believe that Myer are a more suitable partner,” she said.
While Lipsy will focus initially on its partnership with Myer, Shaffer said the plan is to “aggressively grow the brand in Australia” and increase the number of stockists to 150 within the next three years.
Lipsy will also shortly be establishing personnel in Australia to manage day-to-day operations.
Daniela Aroche