SYDNEY: The Seduce Group is reaping rewards from its push into the US market, securing new major department store deals for its labels in 2010.
Department store Fred Segal has picked up all four lines created by the group – Seduce, Blue Juice, Katherine and Be Seduced Luxe – with the first drop scheduled for February. Seduce general manager Elizabeth Mimis confirmed Dillards has also ordered young women’s label Blue Juice for approximately 30 of its stores, with a view to stocking it in 140 stores within 12 months.
Mega department store Macy’s, which currently stocks the Seduce label in 25 of its stores, ramped up its offer with the introduction of Katherine to its portfolio for winter 2010. Mimis said Dillards and Macy’s had pledged to support each brand with promotional opportunities. Seduce has appointed a US public relations company and set up a full-time showroom in the California Market Centre to further enhance exposure.
“They all love the Australian factor; it seems to make a difference,” she said.
The company will not pursue own-store opportunities in the US at this stage but will consider a New York and an LA flagship when the US economy stabilises. In September last year, Mimis told Ragtrader the company was investigating franchise opportunities in Singapore and Dubai. However, this has since been halted in favour of an attack on the US department store market.
Domestically, new retail stores are planned for 2010, with Western Australia and South Australia eyed as new markets to hit along with increased penetration into Queensland. Mimis said large format stores will be key, as the group moves to offer all brands under one roof. Seduce launched a four-label flagship in Melbourne’s Chadstone Shopping Centre last month and one in Sydney’s Parramatta during October. It is also looking for an ‘all-label’ location for Sydney’s central business district next year.
The group currently has 15 stores, three discount outlets, 200 boutique stockists and a recently launched e-commerce arm. This week, the company is adding a new evening party label to its portfolio called Seduce Pink. The range comprises dresses and tops, priced from $90 to $200. Ten new styles will be injected into Seduce stores every month.
Melinda Oliver