Premium womenswear distributor Jonny Drama is relaunching US occasionwear brand Belle by Badgley Mischka into the UK for autumn 16.
American eveningwear design duo Mark Badgley and James Mischka launched contemporary diffusion line Belle in 2013. It is stocked in more than 200 shops in North America, including department stores Dillard’s, Nordstrom, Hudson’s Bay and its subsidiary Lord & Taylor.
The brand was previously sold online in the UK by House of Fraser and John Lewis. However, when Jonny Drama took on its distribution in the UK and Ireland last September, founder Robert de Keyser decided to pull Belle by Badgley Mischka out of department stores and target independents.
“It wasn’t getting the attention it deserved,” he explained. “We think it is a great indie brand because it gives a special designer eveningwear and occasion look at great prices, many of which are under £200 at retail.”
Wholesale prices range from £59 for a shift dress to £119 for a full-length gown.
Meanwhile US dress brand Tahari by Arthur S Levine, also distributed by Jonny Drama, is introducing separates to the UK and Irish market for autumn 16.
It has added about 200 jackets, blouses, skirts, trousers and knits to its offer of more than 100 dresses. Wholesale prices range from £14 for a polyester blouse to £219 for a suit.
Tahari launched in the UK and Ireland two years ago and now has 110 stockists.
Jonny Drama will show Tahari and Belle by Badgley Mischka at Pure London at Kensington Olympia on February 14-16.