Mazi offers girls a line of their own
Targeted at girls aged between five and 10 seeking to emulate their mother's wardrobe, the new collection is based around the concept of layering.
Manufactured in Melbourne, the range features leggings trimmed with bright shades of lace, "girly" skirts, funky lace-trimmed ballet wraps, wrap dresses and singlets.
Available across the brand's three Victorian boutiques, the Mazi junior range is made from poly viscose in both plain and printed knits. Sizes range from XS to large with price points of between $30 and $80.
Mazi managing director/designer Effie Evriniadis said the decision to launch the "mini-me" range was triggered by a combination of public demand and watching her own daughter attempting to wear the womenswear line in the smallest size available "to look just like mum".
"Our customers appreciate looking different and completely styled - they want the same styling solutions for their kids. There is a definite gap in the market for niche styling that is not mass-produced and that's where Mazi fits in.
"Creating the range has been effortless and [seemed] a natural progression of the Mazi brand."
The biggest challenge in getting the range off the ground had been its storage, however, fashion agency Hipp had been appointed to wholesale the new line, Evriniadis said.
Seeking to continue the momentum, the brand also planned to ramp up the exporting opportunities of its womenswear line.
Currently boasting an account in Dublin, Ireland following a successful appearance at Austrade London event, Australian Style, Evriniadis said the brand planned to build on its list of New Zealand
stockists.
"We are currently exporting on a small scale with a view to expanding on a larger scale in the future. We are currently focusing on replicating our success with the girlswear range in the domestic market and are also closely looking at the New Zealand market. We may also consider [further] retail opportunities in the distant future."