Expansion plans for the Willow label, part of the Apparel Group, could be on hold following confirmation that founder Kit Willow has been dismissed in what has been dubbed a “disgraceful” gesture.
Speaking to ragtrader.com.au this morning, a spokesperson from Apparel Group confirmed that Willow is “no longer part of the Apparel Group and has ceased to be creative director of the Willow label”.
The Apparel Group added that Willow had “ceased to be an employee of the Apparel Group and it is 'business as usual'” for the company, however, no comment was provided on further plans for the brand going forward.
The move, which has been described as a “complete shock” and "disgraceful" by some in the industry, could see a hiatus put on plans for the expansion of the brand, as revealed by Apparel Group CEO Daniel Bracken.
Speaking exclusively to Ragtrader in February this year [Ragtrader, February 2013 print edition], Bracken said retail expansion for all brands under the Apparel Group umbrella – particularly its latest acquisition (in 2011) Willow – was on the cards in a big way.
“My goal in my first year and a half to two years was to get the brands back ‘on brand’, really to understand their DNA and get the product and the store experienced aligned to that and then when I felt that they were at that point, absolutely pursue different distribution opportunities,” Bracken said.
“We added Willow to our portfolio a little over a year ago, and we’ve got a major focus on Willow in terms of growing our distribution there. We opened a new Willow store in Sydney Westfield and Chadstone late 2012, and we’ve got a few more stores earmarked for 2013.
“So Willow is the one with the major focus right now in terms of distribution growth - although it’s the smallest business.”
Apparel Group was unavailable for comment at the time of press, however, ragtrader.com.au will continue to contact the company for further comment.
Willow launched her eponymous label in 2003 when she debuted at Australian Fashion Week. The Apparel Group acquired a majority shareholding in the business in September 2011. The Apparel Group also operates fashion brands Sportscraft and Saba.