Handcrafted handbag label to go global

Australian leather goods brand Ella Maiden has set its sights on international expansion following a successful transition into wholesaling.

The Sydney-headquartered company, which progressed from a mail-order-only operation to a wholesaler early last month, has already secured twenty stockists in Australia and New Zealand and potential distributors in Europe, South East Asia, the US, Canada and Brazil.

Marketing manager Patrick Driessen said prior to its wholesale debut at trade fair Fashion Exposed in September, up to 70% of Ella Maiden's business had been generated through online sales.

He said the brand's emphasis on Australian production made it an enticing prospect for international retailers. All products – which include leather handbags, travel bags, backpacks, belts and wallets – are 100% handcrafted locally along with swing tags and most fittings.

"This way we can manage the entire process," Driessen said. "From hand-selecting the leather hides to the final quality control of each and every product before it is sent to our clients. It also offers us the flexibility to custom-make designs and produce limited editions."

The products are manufactured from a range of animal skins including calfskins, ostrich, kangaroo, saltwater crocodile, shark, lamb, goat, snake and fish. Prices vary from $99 and $399 for small leather goods to $399 and $23 000 for larger varieties.

Driessen said in order to grow the profile of Ella Maiden – and boost its new wholesaling arm – the company had initiated a string of sponsorship deals with Australian music artists and sportsman. This included the Australian Formula A1 GP team who use custom-made Ella Maiden travel bags.

Driessen predicted the combined product and marketing effort would see Ella Maiden attract over 500 global stockists within the next three years.

"[At the moment], we've customised our product range to suit each individual shop. In most cases, we also work together with the window dresser or stylist of the retailer to make sure the experience will be as good and complete as possible."
The company, which has sub-contractors throughout New South Wales and Victoria, is now working on a collection of womenswear for release in 2008. 

By Assia Benmedjdoub