Boo Radley spreads wings

27 October 2009

Melbourne based womenswear label Boo Radley is expanding in more ways than one, with a new sub brand set to launch early next year, and the beginnings of a retail expansion drive and overall business revamp already set in train.

Marketing manager Lisa Johnstone confirmed Boo Radley's new sub brand - which has yet to be named - would cater to a "younger, edgier" market. It would be strongly differentiated by a "designed from scratch" offer, with prints, trims and patterns all proprietary to Boo Radley.

"The Boo Radley label is really aimed at the 30-plus market, whereas this label will be targeting a younger woman, with a stronger design focus. It will be very much a limited edition label. Unlike Boo Radley, which launches seven ranges a year, each of them with around 70 pieces, this label will launch two a year, each containing around 25 pieces."

The brand - planned for official launch at FASHION EXPOSED early next year, will carry comparable price points to Boo Radley, with skirts retailing at around $110 and jackets at around $199.

Boo Radley is also expanding its embryonic retail base, adding a Brisbane store - set to open in November - to its two existing Melbourne stores. A further store in Adelaide is on the cards, with plans to operate one store in each state within the next five years. Johnstone confirmed that the company was committed to continuing its support for its wholesale business, which comprises 300 stockists across Australasia.

The company is also revamping its website, with a re-launch set by year end, while founder David Sibel also plans to overhaul the Boo Radley China office.

"David plans to expand the China office, to create new fabric and trim departments. The office will also employ an artist in-house to generate original artwork based print designs," Johnstone said.

FASHION EXPOSED will take place at the Sydney Exhibition Centre, from 14-16 February 2010.

 

Comments

Debbie Bebbington - Toscas Boutique

I love Boo Radley. It is my favorite label in my shop. I love how it is unique and has that edge of difference. Please don't change the sizing though as I find them to be a great fit and true to size. Cant wait to see the younger range!

Andrea - 'Andrea's Off The Rack'

I totally support your range and hope you maintain a balance of exposure that keeps its 'boutique only' edge. That's how the label 'Boo Radley' is so unique and not flooded in the market. Keep up the great designs and individual signature that 'Boo Radley' has and hopefully will continue to do. Congratulations, well done.

Sharon - Hey There Gorgeous

I think your label is great and my customers love it. Good luck with the new label for the young, I cannot wait to see it. All the best and well done.

Joanne and Helen MEZZINI Boutique Broken Hill NSW

We love Boo Radley it really has a point of difference and our customers really love it it suits the Boutique only style of clothing something smart and edgy. Very excited about the new range. Can't waite to view the range.

Have your say