Australian accessories brand Alf The Label is preparing for its US expansion, with New York retailer Flying Solo confirmed to stock the brand from October.
The announcement comes as the parenting brand experiences rapid growth, buoyed by consumer shifts among new mothers who are seeking high-end options.
Alf The Label will be the first parenting brand to be stocked inside the cult retail store.
Alf The Label founder and creative director Sophie Doyle (pictured) said that despite the challenges from the global pandemic, the brand has seen ongoing growth in the Australian market.
“Since being established in 2016, we have built a growing and loyal customer base," Doyle said. "[This] is testament to the creativity, quality and versatility of our collections.
"During the past year we have placed a large focus on developing our product range to attract a broader audience base to ensure the brand continues to grow its fan base.
“We’re incredibly excited to be taking our brand to an international arena. It’s certainly an exciting time for our business.”
A broad selection of its key range will be retailed at Flying Solo. This includes ALF Carabiner (Gold); ALF Luxe Ari (Black and Mahogany); ALF Luxe Dana (Black and Mahogany); ALF Luxe Knot Keyring (Black) and the ALF Luxe Petite Pouch (Black).
Flying Solo head of PR Bayr Ubushi said that stocking the brand is a strategic step forward.
“We love helping our customers discover the very best independent, ethical and unique brands from across the globe," Ubushi said. "Alf The Label’s distinctive point of view as a parenting label caught our eye – and it’s a privilege to welcome this forward-thinking brand to our stable.”
To mark its international expansion, Alf The Label has also been invited to take part in a runway show at New York Fashion Week (NYFW) in 2023. It will be the first parenting brand to be part of a runway show at NYFW.
Founded in 2016 by Doyle, Alf The Label is dedicated to producing accessory solutions to transition consumers from adulthood to motherhood.