We Are Handsome is set to tackle the US market following the doubling of its Australian stockist count and first moves into apparel.
The Australian label, founded by Indhra Chagoury and Jeremy Somers, will make its trade fair debut at Miami SwimShow on July 16 to 19. Chagoury said while she was “extremely happy” with We Are Handsome's presence in the UK, Europe and Australia, she was keen to gain a greater understanding of US retail.
“We really want to introduce the brand to the American market properly,” Chagoury said.
“We still get a fair bit of PR in the States and we've been in some great shops like American Rag, we're in Barneys. There's nothing lacking there. But I think we need to reach out a little bit further, and in Canada as well.
“It's also a good opportunity for us to meet a lot of people, to go see the stores and just see what it's like. See what the swim culture is like over there.”
Chagoury revealed she and Somers will showcase both We Are Handsome's swimwear and apparel product at the fair and take part in a sponsored catwalk show.
The international trip follows the doubling of We Are Handsome's Australian stockist numbers from 20 to 40 over the last 12 months. Local stockists include The Bird Cage (SA), Billie & Rose (WA), Princess Polly (QLD) and Mint Shop (NSW).
The brand also has 42 stockists internationally, plus a dozen or so online stockists.
“We've been really, really lucky,” Chagoury said. “We sold swimwear to Iceland.”
On home soil, spring/summer 2011/12 designs has been split into multiple collections, something We Are Handsome hasn't trialled before. 'The Memoirs' collection will be released in August, 'The Vintage' in November 2011, and another collection in February 2012.
In addition to We Are Handsome's established swimwear designs, 'The Memoirs' also contains the label's first apparel creations, namely leggings and mini dresses.
Each collection will include approximately 12 styles in seven prints, all designed and manufactured on shore. Retail price points will be $150 for leggings and bikinis, $235 for a mini dress and from $225 for bodysuits and one pieces.
Chagoury said plans for the coming year included experimenting with new fabrics and a potential flagship retail store.
“A lot of people might look at our brand and think we're just a fad, that we're not going to be around for very long,” she explained.
“But apparel is the first step for us in showing people that we are concentrating on the development of our brand and we do plan to be here for a while.”