Veteran wholesaler turns a new womenswear leaf

BRISBANE: Bill Ouston knows a thing or two about Australian retailing.

The Queensland-based ragtrader has clocked up more than 40 years in the local industry, and is about to put all that experience to good use.

Backed by three business partners and four decades of feedback, Ouston is launching a new womenswear label dubbed Leaf Designs. Targeted at women aged 35 to 65 and offering sizes eight to 18, Ouston said the brand was ideal for retailers struggling to "top up" on stock between indent orders.

"As a [former] retailer, there was a frustration with not being able to repeat on good sellers and customer orders," he said. "Leaf has stock on hand for immediate delivery to store. Initially retailers will be able to order stock and continue restocking their stores from the current range."

Ouston said unlike other womenswear labels on the market, Leaf would also have a complete range of basics to match back with trend-driven fashion items. The first range includes tops and shirts priced from $18 to $55, skirts and pants from $44 to $69, jackets $39 to $70 and dresses from $49 to $65. Prints include floral, retro and abstract with fabrications such as cottons and silk/elastane blends.

"Stories will be offered that work to create easy-to-wear outfits following high fashion colour, mature silhouette styling and design trends," Ouston said. "We are influenced by what our customers want and ask for."

Ouston said the debut range would be manufactured in China with a view to expanding into India for the next collection. He said the goal was to provide quality stock to retailers and fast.

"Our experience is there is a need to supply product to your customer that is season sensitive - garments based on weather conditions rather than struggling with product being delivered based on manufacturer's demand and delivered to early in the season."

Leaf Designs currently has agents in all Australian states and throughout the New Zealand market.

By Assia Benmedjdoub