Egg: no sign of cracking

AUCKLAND: New Zealand headquartered maternitywear brand Egg has hatched a host of new plans to ramp up its international presence.

The wholesale and retail label, based in Auckland, has introduced new resortwear and organic collections, expanded its lingerie line to include a racy new offering and spent more than 12 months researching and developing a new type of maternity jean.

It has also taken on a major partner, in the form of public relations firm Sweeny Vesty, to help plan and execute what it claims is a "major launch" across the US and intends moving into new premises to oversee production and supply.
Currently boasting stockists across Singapore, The Philippines, Malaysia, New Zealand and Australia, Egg marketing manager Tamara Croft said the brand's debut appearance at this month's Rosemount Australian Fashion Week was also a significant move for the brand.

Croft said the brand had taken the decision to launch its new 'Cruise' collection this season to utilise it almost as a trans-seasonal offering to help overcome the challenge of selling a winter range to the Northern Hemisphere.
Fabricated from light cottons, silks, linens and weightless knits, the range comes in Egg's standard sizing of 00 - 5 (six to 18-plus) with retail prices ranging from $60 for a scoop neck T-shirt to $200 for a dress.

Croft said the 'Miracle jean', which the brand does not intend releasing until later in the year, featured significant points of difference from other maternity jeans available in the Australasian market.

These included specially cut and sewn back pockets that slimmed the bottom, real waistband and fly to "avoid the maternity look" and a dark wash to slim and lengthen the leg.

"The next step for Egg is to start taking on more wholesale accounts and extending the reach of the brand. Egg currently has mostly its own branded stores throughout New Zealand and Australia, however continually increasing birth rates and women choosing to work and socialise throughout pregnancy has fuelled demand from mixed brand retail stores for high quality, well-designed maternity clothing that covers the spectrum of a woman's needs," she said.

By Tracey Porter