Optimel secures Italian trio
MELBOURNE: Childrenswear distributor Optimel has broadened its offer following the acquisition of exclusive Australasian rights to three Italian brands.
The Replay, Rita and Legno Rosso brands were currently showing with a view to hitting stores in February, confirmed Optimel director Lester Levinson. First off the rank would be boys' brand Replay, which began showing in late July as part of a phased introduction to the market.
"With Replay it's not so much a case of filling a gap in the [Australasian] market. It's more that there is already strong demand out there for this particular brand because of its excellent profile."
Optimel would initially introduce a selection of the brand's summer 2009 boys' range, which targeted the five to 16-year-old market with shirts priced around $135, polos at $195, sweat shirts at $135, T-shirts at $55 to $80, trousers at $117, Bermudas at $135 to $215 and jackets at $250.
Like the Chipie range for girls - also in the Optimel stable - Replay offered "a superb choice of jeans matched with tops of high quality including a high-fashion element, which is also fun," he said. Meanwhile showings of girl's occasionwear brand Rita and its boys' companion range Legno Rosso were planned for late August.
"The summer 2009 Rita range is characterised by delicate, immaculately coordinated light pastels, pure whites and off-whites for girls, offset by fuchsia-dominated floral prints." Rita dresses would retail for $330 to $380, tops for $130 to $180 and skirts for $230 to $290. Boys' styles for Legno Rosso - including navy jackets designed to match the girls' dresses - were priced $205 to $250 for trousers, $200 to $230 for cardigans, $205 to $250 for shirts and $285 to $340 for jackets.
Optimel fashion sales and marketing manager Ludovic Deloche said all three labels would initially focus on the independent boutique sector. "We believe the best way to support the brands and ensure they are sold properly is by focusing on the independent sector, where the level of product knowledge and customer service is higher."
Aside from the three new additions, Optimel's stable of children's brands includes Jean Bourget, Catamini, Chipie, Confetti, 3Pommes, Kenzo, Kookai, Laranjinha, Tekilou and Nowali.
By Belinda Smart