SYDNEY: Ellery has reported a 900 per cent increase in sales over an eight-month period, with boutique orders now averaging at $30,000 each per season.
Designer Kym Ellery revealed the brand sold 2335 units for summer 2010, up 134 per cent on the figure of 997 units sold for winter 2010. Ellery said the growth has occurred despite an increase in garment costs, due to sourcing better quality international fabrics.
"Even with an increase in quality and price points, demand for the brand has also increased significantly," she said. "For autumn/winter 2011 we sold 123 units of one particular style, which retails for over $1150."
Ellery now offers two summer ranges and one winter range each year. The first summer drop is commercial in style, while the second has more directional pieces. She said summer 2010's first drop had a 100 per cent sell through within one week of delivery into stores nationally.
In the last two seasons, Ellery has boosted its product offer by 30 per cent. The introduction of more knitwear made with Italian cashmere and Australian wool has been a major change.
"We are also going to grow our accessories line in 2011, even more than it has grown this year," she said.
The brand currently has 31 national stockists, as well as Myer department stores and five online boutiques. Ellery said she intends to keep the store reach selective.
"Unfortunately some of my designs are too directional for the Australian customer but that's OK – I still love making pieces that aren't intended for everybody to wear," she said.
In 2011 she will investigate stocking the UK and Japan.
"We will have to see how things go, but we will also be more present in the US in 2011," she said.
The winter 2011 collection is themed 'Tenenbaums in the Tulleries' and has a sporty yet sophisticated aesthetic. It features luxury materials such as brocade, silk and tweed. Edgy details such as ribbed cuffs and exposed zips contrast with silk tulle ruffles on trousers. Red, pale grey, ice blue, camel, ivory and black are dominant shades.
Ellery reported that she has recently boosted her team to facilitate the growth, particularly in the areas of production and quality control.
Launched in 1997, the label caters for fashion-focused women, with unusually cut tailored jackets, slouch trousers and mini dresses signature looks.
Melinda Oliver