MELBOURNE: The success of a four-year relationship with Myer has pushed Saxony to launch its own retail stores and inaugural womenswear line.
Until recent weeks, the label was a purely menswear brand available exclusively at national department store Myer. However, the development of a loyal brand following in the years since its launch encouraged Saxony owners Stan Wan and Diana Fallon to diversify their portfolio.
The pair opened the first of three stand-alone Saxony stores last month in Melbourne Central. A second site, measuring 120 sqm, will open in Sydney’s World Square this month, while the third Saxony store will open in Westfield Sydney in November. The latter site will be the largest for the brand, measuring 140 sqm.
The stand-alone sites will stock slightly different product to that available in Myer.
“The fabrications and price points of the core range will remain relatively similar across the two distribution points, but the Saxony stores will receive exclusive capsule drops monthly,” Wan explained.
Both men’s and womenswear will be available in each of the Saxony stores, marking the debut of women’s apparel in the Saxony portfolio. The women’s collection will enjoy a wider launch in August when it lands at Myer.
Product in the womenswear range is in line with Saxony’s established dark and sculpted aesthetic. The colour palette focuses heavily on black, greys and white while fabrics include cotton, wool and leather. Garments include coated denim retailing from $100 to $120 and wool trenches and leather jackets retailing from $300 to $450. There is a total of 48 pieces in women’s debut collection.
Menswear is also undergoing some tweaking.
“As we have an exclusive partnership with Myer we are currently updating our product offer with the buying office,” Wan said. “The Myer menswear offer in 2011 will be less experimental in terms of its silhouettes.”
Erin O’Loughlin.