Pleasure State's exports rocket

Rapidly expanding top end lingerie label Pleasure State has forged deals with seven new overseas distributors after showcasing its collection at the recent Lyon Mode City trade fair.
The Sydney-based company, established just 18 months ago, signed up distributors in the Ukraine, Estonia, Japan, Singapore, Korea, China and India at the three-day event, taking the total number of countries to which it exports to 21.
"We have taken on a very large distribution channel in the Ukraine which sells to the top 65 boutiques in the country," said Pleasure State director Justin Davis-Rice.
"Asia is another market which has become big for us as a result of the fair. All the distributors we have signed up sell to all the major department stores [in their respective countries]."
To cater to the needs of the Asian market, Pleasure State has reviewed its sizes and added 30A to its bra range (which previously spanned from 32 to 36, B, C and D) and extra small to its briefs collection.
Davis-Rice said the Asian account base could account for 40 per cent of Pleasure State's total business once its potential is realised.
Lyon Mode City, which took place from September 3 to 5, also provided Pleasure State with the opportunity to launch its new diffusion line dubbed White Label.
This range will be sold in 20 David Jones stores and selected boutiques nationally and to retailers in every overseas market where the company's black label - recently re-badged as Pleasure State Couture Line - is currently represented. These include the UK, France, Germany, Spain and Italy.
"The White Label is on par with the likes of DKNY intimates," Davis-Rice said. "Our strategy is to keep the couture line as a luxury product and focus on the more volume-based mid-market tier by expanding [distribution of] our White Label."
The couture line is performing particularly well in the top 60 stores operated by the 1000-strong US lingerie retail chain, Victoria's Secret.
Pleasure State also designs and manufactures three private labels for the chain - Angels, Very Sexy and Pleasure State for Victoria's Secret.
The former two brands are sold in all 1000 stores while the latter is stocked in 188 stores, and will be rolled out to 500 in the next year.
All three private labels are produced by Pleasure State at Victoria's Secrets' Sri-Lankan based manufacturing facility.