Coming Soon; forthcoming attractions
MELBOURNE: Soon Melbourne has entered a key stage in its post-natal development with the introduction of new lines and a category re-structure.
The Nurture Collection - releasing to retail in March - will comprise four styles of feeding tops priced $69.95 to $89.95, while Soon Accessories - also coming on stream in March - includes a range of soft leather belts priced $99.95 and compact nappy bags with roll mats priced $129.95 to $199.95. A sleepwear collection is also on the cards later in the year.
Soon co-director Jane Gonzales said growing demand for maternity clothing has also dictated the expansion and recent re-alignment of Soon Melbourne's collection.
"As of February, we are re-categorising the whole range, which will be streamlined into several main categories, with re-designed swing tags and branding for each," she said.
Categories included Soon Denim - consisting of five jeans styles, four washes and a choice of waistbands from underbelly to banded; Basic Essentials - featuring tees, trackwear, cargo pants and tailored stretch pants; and Specialty - which boasts smart casual and evening tops and dresses.
Launched in May 2005 at Mercedes Australian Fashion Week, Soon Melbourne's founders Jane Gonzales and Jenni O'Callaghan met at Mooks Clothing in 2000. Their label is now stocked in 95 stores nationwide and has also started to build an international account base in New Zealand and Singapore.
With three ranges a year consisting of 150 styles in each and priced between $39.95 and $250, Soon Melbourne has doubled its turnover with each range, achieving an annual turnover in excess of $1 million in the space of two and a half years.
Gonzales and O'Callaghan's intention in launching the brand was to broaden the variety of maternity options available, Gonzales confirmed.
"You see a lot of editorials talking about how there's no stylish maternitywear out there. Well, that's not strictly true; there are a lot of great brands but we wanted to provide another label of choice. If I go to one wholesaler I'll see a lot of good labels, but the chances are if I go to another I'll see the same stuff. We felt it was important to give the market some diversity," she said.
By Belinda Smart