SYDNEY: Womenswear label Sacred Collections has relaunched the family-owned brand under the leadership of Johnny Sharma, its new managing director and son of the existing owners.
Sharma is taking the helm of his family business, originally established in Sydney by his father Deepak in February 2003, and positioning it to be a major player within its niche. It will relaunch the brand via strong PR activity and driving a refresh of the existing label and designs.
Sharma has appointed new Australian designer Helen Sattler to facilitate the change in design direction for the label and will launch the revamped spring/summer 2011 collection at Fashion Exposed trade fair in Sydney next month.
“I've taken over the company as the new managing director with new strategies, and vision,” Sharma said. “To understand the Australian fashion trends and fits it is necessary for us to have an Australian designer. This is the reason why we are re-launching Sacred Collections.
“The current target market for Sacred Collections is women 25 to 50 years old, but the revamp will also aim to target the higher end of the market and create a new niche market for the label.”
The debut spring/summer 2011 collection will include 10 stories with six garments in each, made from 100 per cent Indian cotton and in a range of modern prints.
Wholesale price points will range from $15 for kaftan-style tops up to $70 for jackets. The label will release two collections per year in line with the spring/summer and autumn/winter seasons.
The label, which currently has an active client base of over 500 customers throughout Australia, is also changing the model of its business from a stock only brand to an indent brand and is showing ranges of the autumn/winter and spring/summer collections via fashion agents throughout the month of February.
Sharma also said he is also working on expansion plans for the label.
“Our goal is to be the trend-setters in the Australian market. Sacred Collections has been experiencing 30 per cent rise in sales every year and this year our target is a 50 to 60 per cent rise in sales. We also plan to expand overseas and will officially launch Sacred Collections in New York in June 2011.”
Daniela Aroche