Heritage brand presents new guise

MELBOURNE: High-end hat and fashion accessory specialist Crochetta has a new owner and a new look.

Established 25 years ago, the Melbourne design, import and wholesale company was purchased from founding owners the Rothfield family by businesswoman Tahlia Coker last September and has since undergone a radical makeover.

Coker said Melbourne trade fair Fashion Exposed – staged from September 9 to 11 - was the ideal forum in which to re-launch the brand.

"I think [attendees] will still recognise the Crochetta brand but they will also notice a new freshness about it."
Crochetta’s main accounts are in Victoria – around 200 in all - followed by Queensland and New South Wales, with agents in all three states. It also has a smaller presence in the other Australian states and New Zealand. While continuing to service established accounts, the revamped Crochetta hoped to widen its scope, Corker said.

"The traditional client base was always mid to high end boutiques servicing the 35 to 55 year old market. We’ve broadened that out to cater to the 25 to 45 year olds. The idea is to uphold the reputation of high quality product and styling that Crochetta has developed over the years and inject a cool, fresh vibe to it."

While Crochetta’s main purpose at Fashion Exposed was to preview winter 2008, it would also be selling for immediate delivery to cater to demand during the Spring Racing season. In addition to a broad range of leather belts, bags, scarves and accessories, Fashion Exposed attendees could expect to see Crochetta’s autumn/winter knitwear range - which includes scarves, berets and structured felt hats - as well as racing headwear with styles ranging from fascinators to large brimmed hats at prices from $59 to $400. Attendees would also witness the re-birth of a brand, Coker said.

"Due to the change of ownership last year we missed out on showing at Fashion Exposed and I think a lot of people thought Crochetta was finished. We’re here to say we’re back and looking better than ever."

By  Belinda Smart