What will Duchamp offer Yuu?

Women's fashion sleepwear label Yuu looks set for expansion, having joined forces with sportswear wholesaler Duchamp. As of August 1 Yuu took up residence at Duchamp's headquarters in Richmond, Melbourne, from where it launched its summer 2008/09 range, confirmed Yuu founder Alison Grant.

"Yuu has traded very well through the David Jones stores but needed additional capital to expand its product mix and distribution across Australia and New Zealand," she said.

Duchamp offered the wholesaling expertise required for expansion, while there were synergies between Yuu and Duchamp. "Both brands appeal to the same customer profile, the 35-plus woman who seeks stylish comfort, and appreciates value for money."

Founded two years ago, Yuu was designed to fill a market gap for apparel that could move from lounge to bed with elegant, premium quality, affordable co-ordinates, Grant said. With demand for the label growing steadily since its establishment, the team up with Duchamp would take it to its next growth stage.

With Yuu prices ranging from $59.95 for a sleep tee to $59.95 for sleep pants, $79.95 for sleep dresses and $89.95 for a bath robe, the winter 09 season would also see the launch of the Essentially Yuu range. Positioned at "entry point" level, prices would average around $29.95 for sleep tees and sleep pants or $49.95 for sleep dresses.

Meanwhile alongside Yuu's migration to Duchamp, Grant had also been appointed to a newly created role as Duchamp national sales manager. This would allow Duchamp general manager Helen Bartlett more time to concentrate on developing the Duchamp brand, which had changed direction to take on a more fashion conscious profile, Grant said.

"Still appealing to the 35-plus customer, the range has taken on a more modern feel with new exclusive print tees, bold prints on 80 count voiles - which giving a silk-like hand feel but have the easy care of cotton - and great attention to detail. These details can be seen in the summer collection with the use of fabric covered buttons, and stripe tape trims on polos and shirts."

Duchamp's price structure would remain unchanged, with polos and tees retailing for around $59.95, pants for around $89.95 and shirts for around $89.95, she said. Yuu's current summer and winter 09 ranges will be on show at the Duchamp stand at trade fair Fashion Exposed in Melbourne from September 14 to 16.

By Belinda Smart