Singapore luxury brand distributor FJ Benjamin has embarked on a new Australian project, launching its first domestic store for own-brand Raoul.
The company, which manages the Australian distribution of lingerie label La Senza and has previously distributed Guess and Gucci locally, opened doors on the men’s and women’s store late last month.
Located in the new level-one lifestyle precinct at Crown Casino, Melbourne, the 2800 square-feet space has separate entrances for the men’s and women’s divisions. It sits alongside stores for Mimco, Witchery, Marcs, Saba and G-Star Raw among others.
A contemporary store design features silver panels, bronze mirrors, back-lit showcases and wooden furniture. It currently stocks the northern winter 2009/10 range, with twice-yearly full collection drops planned.
FJ Benjamin CEO Douglas Benjamin said the label was pitched at professional consumers from 25 to 55 years old, with an “affordable luxury” ethos.
“Raoul offers basic wardrobe items like business shirts, skirts and pants to stylish cocktail dresses and eveningwear,” he said.
Prices average at $110 for ladies’ shirts, $125 for men’s shirts, $330 for dresses, $89 for ties, $80 for cufflinks and $330 for bags.
Benjamin said the company would gain experience with the label in Australia before considering more outlets, but would watch for suitable locations. He said eventually it may be wholesaled to premium Australian stores.
The label launched in 2002 as a men’s shirt brand before branching into womenswear and accessories. It is currently sold through FJ Benjamin-owned stores in Singapore, Malaysia, Indonesia and Thailand. It is also sold through franchised stores in the Middle East and the Philippines. Raoul also has a New York showroom for wholesale orders.
The label will be promoted with a big store event in early March, followed by strategic advertising in magazines and newspapers.
Parent company FJ Benjamin is over 50 years old and over the years has distributed and operated stores across Asia for brands such as Coach, Fendi, Valentino, Guess, Gap and Céline. It operates over 180 stores and employs over 2000 people.
Melinda Oliver