GOLD COAST: Swimwear label White Sands has had a dream debut in the northern hemisphere.
The label is hoping to clinch a distribution agreement with retail giant Victoria’s Secret, following its first ever catwalk parade at Mercedes-Benz Fashion Week Swim in Miami last month.
White Sands founder Leah Madden said orders had already begun to stream in from across the US, UK, Canada and the Caribbean.
The brand has also been selected to take part in a Victoria’s Secret show as part of the week-long trade event.
“Victoria’s Secret have seen the range, asked all the right questions and are interested – they’ve just discussed a ‘mock order’ with my sales rep and asked for selected styles to be sent over. It’s looking good,” Madden said.
Confirmed stockists include La Maisons (Canada), Atrium (New York and Miami), California Sunshine (three stores across New York), Biondi (London), Offshores (Canada) and Boheme (five stores across Miami). White Sands currently supplies to national department store David Jones and 17 retailers across Australia.
“Most of our international orders have been quite large for first orders,” Madden said. “One small boutique in the UK has ordered almost the entire range. Some stores are a bit more cautious and have placed smaller orders as a trial, but with the current economic climate, it’s great that they are orderingand the response has been fantastic.”
White Sands also scored several editorial coups during its Miami assault, with product requests from US Marie Claire, Glamour, Teen Vogue, Elle and Sports Illustrated. Madden said the publicity drive would continue locally with shows at Rosemount Sydney Fashion Festival and Mercedes-Benz Fashion Festival Brisbane later this month.
The brand’s next trade event would be Swim Fashion Week @ Sanctuary Cove in 2010, she said.
“I’m already working on southern hemisphere summer 2011 and will be fairly occupied with that from then on. Right now I have done all I plan to do as far as expansion goes; now it will just come down to solidifying the contacts made, keeping orders strong, and getting the product out there.”