Local womenswear label Mela Purdie has revealed details of a new revenue stream, which is expected to boost budgets significantly.
Leading on from the success of the brand, Australian entrepreneur Mela Purdie, who established her eponymous label 10 years ago will launch her new collection – Me I Am – this month with a spring/summer 2012 range.
Purdie has previously told ragtrader.com.au she expects the new label “to turnover budgets of over $1 million within its first delivery”, also said the capsule collection will be based on 30 styles, and will feature “wearable clothes for beach to evening”.
This will include a selection of relaxed knits, luxe silky kaftans in exotic prints, and embellished cover ups, with the first drop to hit stores across Australia and New Zealand at the end of July.
The collection will also be available for purchase online via its own website (www.meiam.com.au), with price points for pieces ranging from $129 for the jersey basics to $365 for print silk dresses and kaftans.
Going forward, Purdie said the Me I Am will be produced as two main collections a year with small seasonal updates.
Desite the retail doom and gloom, Purdie also revealed she expects the new label to do well, based on strong growth in sales of her main brand and customer demand for more casual pieces also.
“The inspiration came to me on a beach holiday where I realised I wanted a versatile look that took me from beach to after five. Designed to be worn with ease these fashion influenced pieces make the transition from poolside to cocktails with minimum accessorising or effort,” she said.
“[However], we based the development of the Me I Am range on customer demand and inquiries and so far our wholesale feedback has been extremely positive. We feel the brand has great potential to grow if we keep listening to consumer demand.”