What's to Enjoy? Plenty says local wholesaler

BRISBANE: Australian womenswear wholesaler Orientique is a firm believer in the old saying 'walk before you run'.

The Brisbane-headquartered company has been trialling a new Parisian label in the Australian market for two seasons - and after tottering along through select independent stores, Orientique is ready for a nationwide assault.

Company director Tom Tindall said the new label, dubbed Enjoy, drew strong sales results over its trial period and was ready to launch across 200 independent boutiques in Australia and New Zealand. He said the mature-age brand was well-suited to Orientique's own position within the local retail industry.

Targeted at the 30 to 60-year-old women, Enjoy is produced from imported fabrics and manufactured in India and China
"Orientique is one of the few Australian labels aimed at the mature customer and Enjoy has this same market in mind," Tindall said. "The mature market has often been neglected when it comes to fashion with both of our labels wanting to fill this gap."

Founded by French entrepreneur Sas Savitri and distributed throughout Europe, Enjoy began life as an everyday apparel brand in the early noughties but since shifted gears into the designerwear category. Priced from $320 for coats, $140 for tops, $140 for pants and $215 for skirts, the company produces close to seven or eight stories a season.

The Australian autumn/winter 2008 collection, which will be on show at upcoming trade fair Fashion Exposed, will include the 'Unique' and 'Winter Black' stories. The former features a mix of colours, textures and fabrics with boiled wools, handcrafted wool scarves, printed chiffons, bright crinkle viscose and jewelled trimmings featuring heavily throughout. The latter story, comprised of ten pieces, is more subdued and includes long coats, cropped jackets, tops, pants and skirts in a mixture of textured black and red fabrics. 

Tindall said the introduction of the brand into the Australian market capped off a busy year for Orientique. After 35 years based in Sydney, the company recently relocated to Brisbane with a new design direction and a new team of employees.

"Enjoy is a welcome addition in the company's direction forward."

By Assia Benmedjdoub