SHARE
EMAIL



SEND
Site Logo advertisement

Home > News > Karen Walker hits the US, put homewares into Myer

Karen Walker hits the US, put homewares into Myer

Although Walker's garments have featured in the world's high-end boutiques and been worn by stars such as Madonna, Natalie Portman and Rihanna, the deal marks something of a change of step for one of New Zealand fashion's leading ladies.

"It's completely different to everything else we've been doing," Walker says.

"We've been in the luxury market for 14 years, but this reaches a wider audience ... [it's] a totally different price point, a totally different product and it's really our first time in the States going en masse."

Landing in stores for the American summer, the deal has a retail value of around US$4 million (NZ$5 million) a year, according to Walker.

The move mimics her trajectory across the Tasman, where in 2008 she teamed up with department chain Myer for her Hi There range after more than 10 years of selling in high-end Australian shops. It has since become one of Myer's most profitable pieces of business.

Walker says her Australian manufacturer will end up doing a "lot of the leg work" in the set-up with Anthropologie.

"It just fits in beautifully with our existing infrastructure. It goes straight through our manufacturer in Melbourne ... they kind of do all the hard work and we get to do the fun."

For Walker, the attraction of Hi There - a collection of "cute dresses, fun prints, and strong colours" - is a no-brainer.

"All retailers around the world want that sweet product that they know is going to work.

"There is no room for risk-taking right now, everybody's pulled back on that and I think that's one of the reasons why it does so well with Myer and why Anthropologie were attracted to it."

Walker says retailers are after products at different price points because customers do not shop "head-to-toe" in Chanel.

"They mix it up with a little bit of Topshop, a little bit of vintage and a little bit of designer."

Furthermore, offering a range of products at different prices is a way retail can weather tight times.

"For smart retailers, we make sure there is something there that the market is demanding ... you can come into a Karen Walker store and buy something for $15 or $15,000 or anywhere in between and I think that's what makes exciting retail."

Diversifying the product line is a central part of Walker's business plan. She says offering "more than just a rack of clothes" gives customers a far richer shopping experience.

"The next is homeware, which is also a partnership with Myer. Their homeware division came to us and said, 'We've seen how well Hi There is doing ... we want that same look, feel, attention to print and colour and that fun happy product. We want it in beach towels and sheets and cups."'





Comments:

Nobody has said anything about this article yet.

Important!
The views and opinions expressed above belong to the individual/s who posted the messages and not Boston Publishing Pty Ltd or Fashion Source. The administrators of this site reserve the right to remove offensive, inappropriate or libellous messages.


Have your say

your name Note:
This is how you will appear to other users.
To change your details, use the form at this link.
your company
message subject
message body

Warning!
Be careful what you type... This is a public forum.
Other portal users will be able to read what you have said about this article, and your comments will be attributed to you.
Your name and company will be displayed with your comment.


 

Copyright © Boston Publishing Pty Ltd

spacer
advertisement

LATEST COMMENTS

David Thomas on:

Woolworths pulls range of ‘racist’ singlets

“The word 'racism, is like ketchup.It can be put on practically anything - and demanding evidence makes you ” .... More


john Lately on:

Industry urged to speak out on skills shortages

“It might already be too late as knowledge is diapearing quick due to retirement, closures and re-organisat” .... More


Yvonne Turnbull on:

Industry urged to speak out on skills shortages

“Tafe have continued to exit this area due to declining funding. In qld they have closed their fashion depar” .... More

   
The golden rule for every business is this: "Put yourself on customer's place." _Orison Swett Marden
It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change _Charles Darwin
Sometimes when you innovate, you make mistakes. It is best to admit them quickly and get on with improving your other innovations. _Steve Jobs
½*_Anonymous "Having just had the most horrendous experience with this company I felt compelled to write a review."
The competitor to be feared is one who never bothers about you at all, but goes on making his own bussines better. _Henry Ford
vis-i-ble adjective 1_that can be seen: perceptible to the eye 2_being constantly or requently in the public view: conspicuous 3_antonym: invisible
We design for results. Click to find out more.
web design
e-commerce
social media
   

Promote your company on Textile Source

home - news - features - companies - source - online jobs - events - edit my details