Bedtime story grows up

14 October 2009

Sleepwear label Pickles & Loop has faced off cautious consumer sentiment to record growth of around 20 per cent for FY09. The company attributed its recent success to an enhanced product range and customer service, co-director Lisa Ross confirmed.

"We also expanded our reach interstate, picking up stockists in WA and SA during the 2009 financial year," she said.

While the brand had received a profile boost through its direct to consumer e-store, 90 per cent of sales were attributed to its strong wholesale business.

"We're focused on nurturing our stockists with a personalised service that includes hands-on support, rapid problem solving and on-schedule delivery."

Founded by twin sisters Nikki Michael and Lisa Ross and titled for their respective nicknames, the Sydney based company had promoted its style-meets-sleepwear aesthetic through attendance at seven consecutive FASHION EXPOSED fixtures.

Next year would be no exception, Ross confirmed, with Pickles & Loop to showcase a 100-strong summer 2010 range at the trade fair from 14-16 February at the Sydney Exhibition Centre.

"We target girls aged 12 to 35 or 40 and our product uses all natural fibres. The brand is very much about creating ‘fashion in the bedroom' at affordable price points, with our average summer sets priced $50 and winter sets priced $70. The quality and fashion of the brand is designed to give girls the confidence to wear Pickles & Loop to go out or to go to bed."

 

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