Much loved rabbit let loose at FEX
MELBOURNE: IGC Dorel is sending its newborn offspring into the big wide world at upcoming trade fair Fashion Exposed.
While the babywear and equipment wholesaler is no baby, having shown at the biannual fair for several years, IGC Dorel business manager apparel Kerry Peters said 2007 marked a significant move for the company with the launch of Peter Rabbit infantwear.
IGC Dorel acquired the licence for Beatrix Potter Peter Rabbit infant apparel – formerly owned by WA wholesaler Barrymores – earlier this year following interest from the brand’s UK owner Copyrights.
"Basically they saw what we’d done with our [proprietary] Bertini range and really liked it," Peters said.
Peters said the company would solely target independent retailers to avoid conflict of interest with department store Myer, which offers its own Beatrix Potter range.
The Peter Rabbit autumn/winter 2008 babywear collection consists of 20 styles and includes baby grows, leggings, tees and hats. Manufactured from soft cottons, it caters for sizes 0000 to 1 and is priced from $24.99 to $29.99.
Joining Peter Rabbit at Fashion Exposed will be a new apparel offering from IGC proprietary value brand Mother’s Choice. Comprising around 20 styles, it is targeted at newborns and babies and priced from $14.95 to $19.95.
Meanwhile IGC’s high end proprietary baby and toddler brand Bertini will add to its 60-strong girls’ and boys’ offering with the launch of bathrobes and sleeping bags. This will sit alongside its autumn/winter apparel range which includes basics and fashion items in sizes 0000 to 2.
"Bertini has developed eight unique stories for autumn/winter 2008. The latest styles will be available in 100 per cent cotton jersey, yarn dye stripes, French terry and velour," Peters said.
With around 150 stockists across Australia, IGC will also utilise Fashion Exposed to showcase the latest ranges in its other babywear and equipment brands including Quinny, Safety 1st, Go Safe, Bootiq, Disney, Holden, Aunger and Spot the Dog.
Fashion Exposed 2007 will run at the Melbourne Exhibition Centre from September 9 to 11.
By Belinda Smart