International distributor Perry Ellis is ramping up its presence in the UK womenswear market for spring 10 with the relaunch of two brands, Jantzen and Laundry by Shelli Segal.
Both labels currently have capsule collections available in the UK, but from spring 10 the first full ranges will be made accessible to UK buyers since Perry Ellis acquired the brands. Jantzen, a US women’s swimwear label, was bought by the distributor from brand house VF Corporation in 2002, while dress brand Laundry by Shelli Segal was acquired from the Liz Claiborne group last year.
Perry Ellis kicked off its bid to increase its UK womenswear presence with the autumn 09 launch of a range for its Original Penguin brand, which is exclusive to the UK, and the appointment of Michelle McManus, formally with Calvin Klein Jeans, as European head of womenswear sales.
“With the strong success of our menswear labels [Farah and Original Penguin] it seemed like the obvious next step to branch out into womenswear here in the UK,” said Mia Zackrisson, international head of marketing for Perry Ellis. “It is a tough time at the moment but this is a long-term strategy for us and we are looking past the recession. Our goal is to get the brands signed up by the big department stores and then secure some strong independent accounts too.”
Perry Ellis will be launching the Jantzen spring 10 collection at the SwimShow exhibition in Miami in the US from July 18-22. The new collection has returned to the brand’s 1950s roots with bandeau-style one-piece swimsuits and brightly coloured halterneck bikinis.
Laundry by Shelli Segal will see some changes to its dress-heavy collection for spring 10 following a shake-up in its design team, but details are as yet unconfirmed.
For more information about either brand, call 0870 766 9890.