Recent months have convinced those around Kelli Wharton she is a woman of many talents.
While kept busy with her daily task of designing collections for her eponymous label Talulah, the 26-year-old has also discovered a new area of expertise: convincing US buyers her business is a worthwhile investment.
While high-profile labels such as Peter Alexander have spent the past few months scaling down their operations in the US, the Queensland label has been forging ahead, picking up 20 international accounts in less than eight months.
The five-year-old label’s good fortune began when Talulah was selected to show at government export body Austrade’s G’Day LA showcase in January.
“We went over there with not too many expectations, but were overwhelmed by the amazing feedback and amount of people wanting to represent us,” Wharton said.
Having signed with an agent shortly after, Talulah has since picked up a list of high-profile American stockists including MGM Mirage, La Coquette, Ketchum Dry Goods and Little Black Dress.
The label’s American moves have further been consolidated by an order from US department store Fred Segal, which instead of adopting a wait and see approach with the unknown Australian label, placed an order immediately with the first delivery set down for August.
“My agent informed me that Saks had an appointment to view our collection,” she said. “[It] has decided to watch it for the next season and watch our sell-through and may look at buying in the near future.”
Wharton said the range stocked in the US stores would be the same as those on offer to the label’s 100 Australian retailers.
Styles include a complete range of dresses, skirts, tops, tailored pants, tights, T-shirts, bodysuits and accessories, with retail price points of between $110 and $349.
However, the commercial success of the label had required Wharton to spend significantly more time with her sketch pad, she said.
“When we finish with our ranges here in Australia, they then go over there. This all works perfectly for us though. We have had to start doing a few extra ranges, a fall two and also a resort and cruise collection.”
Wharton said the move to begin exporting was the first of many for the womenswear and accessory brand with plans to invest in retail space in early 2011.