Department store Myer has signed on to help a local designer label expand.
The retail giant has inked a deal with WA-based designer label Morrison to have six Morrison ranges drop into Myer's “five top stores” each year, from February.
The initial collection, comprised of 56 styles, will debut this week via Myer stores in Sydney City, Bondi, Brisbane City, Melbourne City and Perth City.
The first Morrison range
will also feature a colour palette of azure blue, marine, rouge and
neutral shades, mixed with exclusive digital prints developed out of
Italy on silks and cotton silks. Product will retail from $179 for
more ‘basic’ pieces, up to $899 for woollen coats and leather.
Morrison co-founder Kylie Radford said the partnership with
Myer will be beneficial for the brand and the next step in a larger
expansion strategy.
“We felt after the response from RAFW last year and the interest we received from both wholesale and through PR, it seemed the logical move. We feel that moving forward with Myer will lift our brand awareness considerably and hopefully we can add strength to a great mix of brands,” she said.
“Future goals also include an expansion of our wholesale business to meet international demand and we have shelved this for many years to concentrate on our Australian business, however, believe that it is time to move into specific markets this year. The Myer relationship will certainly increase our brand awareness and market share in Australia, and together with our own public relations company, we are confident of achieving good market penetration.”
Radford also said the Morrison online store has experienced significant growth in the past year and brand is aiming is to double the amount of business again this year.