Peter Lew-backed designer brand Thurley has signed a concession agreement with department store David Jones, boosting floor representation as it prepares to broach into new product categories.
The womenswear brand will transition into a concession model from spring/summer 2011/12, extending its presence from eight David Jones doors to 18 in one season. Thurley revealed plans were underway to further increase this figure for autumn/winter 2012.
The move coincides with the launch of Thurley Collection, the brand’s first full daywear line which will now account for a majority of its product offer. Ragtrader has learned 40 - 45 new styles will be released per month as part of the range, covering knitwear, jersey, leather and woven garments.
Prices start at $79.99 for basic activewear pieces to $399.99 for statement dress, pant and skirt styles. Key looks include a strong tailoring component with high-waisted cigarette pants, sleeveless tuxedo jackets and wide-leg single pleat trousers; textural accents such as subtle foil prints, intricate lace, all over sequins, and hand beading; as well as minimalist pieces such as a caramel silk tunic, black leather shorts and a nude playsuit.
The new venture will be backed by a broadened accessory offer, with the brand introducing sunglasses and costume jewellery as well as extending its existing footwear line. Thurley is aiming to cover off a range of shoe styles from flats, high heels and boots to bridal and eveningwear styles which mirror its apparel offer and sit between $149 to $299.
Ragtrader understands the brand has worked directly with an offshore optical factory to produce its hand-made, acetate sunglasses, which fall into the Australian category three sun rating. A swimwear venture is also scheduled to launch over spring/summer 2012/13, as well as the launch of a dedicated Thurley bridal boutique and a strengthened iPad, iPhone and mobile offer through its digital arm.
Thurley has opened four further stand-alone stores over the last 12 months, including Westfield Pitt Street and Doncaster. As reported by Ragtrader last year, the brand had commenced a 24-month retail rollout with the support of Australian retail powerbroker Peter Lew and his investment firm Brandbank.
Assia Benmedjdoub