Rosie+Dixie hits lifestyle market
Launched two seasons ago, the brand initially consisted of six basic wardrobe styles made from modal fabric. Creative Director Zoya Besserman said Rosie+Dixie's new direction came after "a lot of praise and support" from both consumers and retailers.
"Having received such a good response to the new label, we decided to expand the range to include more designs."
These include long pants, a long wrap cardigan, a long wrap singlet, a tank top, leggings and a tunic dress.
"The soft, fluid fabric feels like second-skin for the wearer and the garments are very convenient for jet-setters as they are easy to pack and are crease-resistant."
"A basic tank might be dressed up for a night out, or you might opt for a layered look for a more casual outing, or a wrap top for a pilates or yoga class."
The company is currently selling the winter 07 range; available in a palette of white, cream, black, chocolate or khaki and retailing from $40 to $130.
Besserman Corporation is also known for womenswear labels Sable and Tutte, targeted respectively at the high end and boutique commercial markets and with a broad distribution base across Australia.
Rosie+Dixie was designed to work with both brands but would also see the company?s distribution base broaden out, Besserman said.
"The yoga capsule range has proved very popular with yoga shops, homewares retailers and lifestyle stores.
Further expansion was likely, with future plans including a Rosie+Dixie kidswear range for next summer.
"A lot of the young mothers love to dress their daughters in the same way as themselves, so children?s versions of the range would be a good way to expand the brand."