An established Australian accessories label is set to release a second brand to market, with plans to secure department store distribution by the end of the year.
The Elms+King range, created by Arlington Milne co-founders Rebecca Elms and Louise King, will hit the Australian market next week, offering a selection of seven bag styles in various colours.
Elms+King co-director Rebecca Elms said the line, crafted from polyurethane [a type of vinyl or faux leather with a matte finish], has been created to offer “stylish, functional and well priced PU handbags”, due to strong market demand.
“We made the decision to launch the second brand Elms+King as we really saw a gap in the marketplace for high quality bags non- leather bags,” she said.
“We also decided to launch the brand at this time, again due to what our retailers were asking for. We have a really strong and loyal base of retailers, and we found them asking for more and more PU bags, so we delivered.”
Elms also added that while she and King currently have a strong stockist network, they are currently panning the possibility of adding department stores to the list, ahead of further expansion plans for the Elms+King brand.
“We are currently looking into department stores options, so hopefully this might be an opportunity before the Christmas trading period,” she said.
“We have big goals and targets for the upcoming month, and the launch of our second collection in August, spring/summer 2012/13. Our goal is to double sales from season to season.
“We also have big plans to grow the brand significantly in the next year or so. I think our next big move is looking at international markets and growing the business that way. With both Arlington Milne and Elms+King, we hope to broaden of product offering [lifestyle products and apparel], move into some smaller accessories, and hopefully some fun footwear for summer.”
Elms+King product will retail from $99 to $129, with two collections - autumn/winter and spring/summer - planned per year, with a small injection range to launch in the lead-up to the Christmas trading period.