Petite label to invade fashion capitals
But Parisian-based womenswear brand Les Petites is hoping to break that perception in the Australian market. After recording strong sales growth across 52 of its national wholesaling accounts, the company has announced plans to expand into the retail sphere with two stores scheduled to open within the next two years.
Made In Paris (MIP), the retail group which holds the Australian license for Le Petite, is aiming to launch its first Sydney store in September 2007 followed by Melbourne in September 2008.
Marketing representative for the company Estelle Paoli said most buyers purchase 80 per cent of the collection each year, making it a strong contender in the national womenswear market.
Paoli also said Le Petites' elite stockist base, which includes Cactus Jam in Melbourne and Emporio Gaurdi on the Gold Coast, meant it had successfully positioned itself as an upmarket label and boosted awareness among new clients.
"By opening stores, we will further expand the exposure of the label," she said.
Aimed at women aged between 16 and 40 years, Les Petites specialises in retro-inspired dresses made from delicate fabrics such as silk, embroidery and lace. Paoli said the founder of the brand, stylist Isabelle Benichou, also finds inspiration in romanticism and sensuality with rich reds, pinks and violets dotting most collections.
Citing upmarket European label Paul and Jo as its chief competitor, Paoli said the company would look at levelling the playing field by relocating closer to the brand's headquarters in Double Bay, Sydney. This way MIP, which is currently based in Fortitude Valley Queensland, could monitor its growth and activities in Australia.
"[But] Les Petite has been received Australia-wide by the best stores and we are confident this label definitively suits the Australian market."