Lingerie brand Myla is gearing up for a wholesale launch in the UK this year, and is adding new product categories to its portfolio as part of a global overhaul.
The label aims to secure 70 wholesale accounts by the end of the year, after making its UK debut at Harrogate Lingerie & Swimwear Exhibition last week.
Myla also plans to expand its retail arm with more concessions in department stores, such as House of Fraser, and is in talks with franchise partners in the Middle East and Europe.
Myla creative director Franceska Luther told Drapers that the company was changing its strategy to become a lifestyle brand, with lingerie still at the core of the business. "Myla used to have quite an art nouveau look, but with our aggressive expansion plans across the globe, we needed to modernise our image and clean up the logo," she said.
The new look, created by the label's in-house design team, will be rolled out in September, but elements of the redesign have been trialled at Myla's Brown Thomas concession in Dublin.
One managing director of a lingerie brand, which wholesales in Selfridges, said that a move to wholesale made sense but has added risks. "It's a cheaper route to go down, but it's putting the brand integrity on the line."
Luther said that the label would expand to include accessories, bridal lingerie, swimwear and beauty products for spring 08. "We'll have a full swimwear offer by next spring - at the moment we only have about four pieces. We'll also introduce some accessories, with plans for a full offer in autumn 08," she said.
Myla has four stores in London and is stocked in Selfridges, House of Fraser, Liberty and Harrods.