Underwear of Sweden is growing its apparel distribution arm, adding new Swedish brands to its specialist portfolio.
The Sydney-based company has been designing and wholesaling women's underwear for five years and recently became the Australian and New Zealand distributor for a number of Swedish labels. It will launch new brand Dry Lake at Fashion Exposed in Sydney next month.
Underwear of Sweden director Helene Pilhage, who is originally from Sweden, said Dry Lake has a relaxed, loose and easy to wear feel and is pitched at the 18 to 30-year-old demographic.
Other labels distributed by the group include men's contemporary brand Red Collar Project, which retails from $120 to $159. Rules By Mary for women offers party dresses and feminine daywear and is in the same price bracket. Koola Anna provides fast fashion styles with beachwear at the core. Prices range from $59 to $89.
Combined, Pilhage said the three brands are stocked in around 50 boutiques across Australia and New Zealand and are heading into their third Australian season.
Online, the company also sells Swedish footwear label Sugar Free Shoes and childrenswear line Max for Kids direct to consumers. Sugar Free Handbags will be introduced for winter 2011.
Pilhage said the Underwear of Sweden lingerie model is shifting this year to offer its classic designs all year round, with deliveries available to stores within one week. Fashion-oriented seasonal collections will be released four times per year. The range is currently stocked in around 60 stores across Australia and New Zealand and online.
Pilhage said Underwear of Sweden will be launching a new website and a social media drive this year.
Melinda Oliver