A match made in heaven

MELBOURNE: Knitwear labels Sovrano and Jo Ro have a new lease on life following their acquisition by knitwear and accessories specialist Engelite for an undisclosed sum.

Engelite proprietor Philip Goodwach said the brands, formerly owned by founding business N Klings, would undergo significant enhancements under the new parent company.

"We'll be taking the same approach for both, which is to retain their core identity while expanding the ranges and adding an on-trend, youth offering," he said.

Sovrano, a high-end menswear brand with strong recall retailing for around $120 to $150, currently offers between 50 and 60 SKUs, while womenswear brand Jo Ro - positioned in a similar price bracket - offers around 30.
Both would be expected to expand by "50 per cent at the very least", Goodwach said, adding that Sovrano - previously winterwear only - would offer a summer range going forward.

Engelite's expertise in accessories development could also see the brands complemented with co-coordinating scarves, belts, wallets and other ancillary items, he said.

N Clings owner Leon Silver, who has been appointed to a consultancy role for both labels, said Engelite was not the first company to show interest in the brands.

"We'd had suitors before but we knocked them back because they were not good matches. Engelite by contrast represents a very good marriage," he said, adding the company's commitment to retaining both brands' integrity had proved the deal clincher.

Engelite started life 20 years ago as a purveyor of hats, scarves and gloves, later expanding into bags and belts and entering the knitwear market five years ago. Its private label business serviced a "vast range of clients; anyone from Woolworths to David Jones, including all the major chains", Goodwach said.

Following steady expansion, last month saw the company move to new 2000 square metre premises in South Melbourne, double the size of its previous South Yarra home.

Sovrano and Jo Ro would benefit from Engelite's in-house graphics and design expertise and "a substantial increase in their marketing spend" Goodwach said, adding Engelite and Sovrano product would be showcased at the Melbourne edition of Fashion Exposed from September 9 to 11.

By Belinda Smart