The Australian retailer and wholesaler behind Cashmere Angel has adapted her brand and launched a new 'niche' apparel business.
Isabel Loxton started the brand in winter 2007 and soon after was approached by a number of stores who wanted to wholesale her range throughout Australia, as well and a couple in the US.
Primarily stocking cardigans, sweaters, T-shirts, scarves and throws, Loxton has branched out to cater for customers throughout the summer months.
“Being a predominantly winter product, we then thought what can we come up with to excite our customers for the summer months,” Loxton said. “Knitwear is always a bit tricky to sell in summer in Australia, so even though we have a beautiful range of lightweight cashmere/silk for summer, sales are way smaller throughout the hotter months.”
The majority of the range, named Ecstatic Angel, is made in Australia using high quality silks and there is a small range of kaftans made in India which are embellished with hand beading. Price points are the same as the cashmere range, between $200-$400.
After spotting a niche in the market for a selection of apparel wear that is idea for travel, Loxton has also just launched the Chic Traveller brand.
The collection features carefully chosen items which are adaptable to many situations. Items include kaftans, silk tops, tunics, cardigans, cashmere slippers for the hotel room, cashmere pillow and eye mask for the flights and throws to stay warm on the plane.
“The new website is designed for the woman who does not have time to shop and yet wants to look comfortable and glamorous while travelling,” Loxton said. “We have taken a few of the cashmere pieces that we know work so well, plus the silks and to that mix we have added some other must have pieces to make up the perfect travel wardrobe.”
Loxton said the idea was inspired after friends and colleagues began saying how difficult it was to find the perfect travel wardrobe. Customers also began commenting on how ideal the cashmere sweaters were for travel.
“I thought I could really work on this to make it as easy as possible for the time poor woman who still wants to look good,” Loxton said.