SYDNEY: Womenswear retailer Witchery will extend its upcoming tween venture to a global audience, capitalising on its e-commerce channel and recent moves into Singapore and South Africa.
The national retailer will launch new venture ‘8fourteen’ into stores from February 14. Witchery general manager of childrenswear, Linda Levy, told Ragtrader the autumn/winter 2012 range will comprise of 90 styles, with product priced from $34.95 for tunics to $69.95 for knitwear and jackets.
“Having recently expanded into Singapore and South Africa, we are very excited about the prospects for Witchery8fourteen, particularly through our e-commerce channel,” she said. “We anticipate significant growth and incremental sales from Witchery8fourteen and the range will continue to grow in width and depth to cater for growing demand.”
Levy said the line was created due to customer demand and a strong response to the WitcheryKids collections.
“When the WitcheryKids brand launched in August 2010, we received an overwhelming response from customers about the collection, as well as feedback to extend the range to cater for an older age bracket. Based on the feedback, we decided to launch Witchery8fourteen,” she said.
Levy said Witchery will look to produce one collection of 8fourteen per season in monthly product drops, with the collection to be sold through 107 of the brand’s current 108-store network, as well as online.
The brand will also promote the 8fourteen range via a national competition to find ‘Australia’s next generation fashion blogger’. The search for Australia’s next generation blogger will coincide with the collection launch on February 14, with entries open online until April 1. The winner will then be announced on April 10, with their blog to feature on the Witchery web site from May 2012. Daniela Aroche
