Best&Less has secured a direct to retail partnership with designer Ellie Whittaker through a deal overseen by brand extension agency Asembl.
The partnership will see Ellie Whittaker’s designs ranged across apparel and accessory categories in Best&Less.
The new partnership is marked with a debut S22/23 range featuring six key prints - Native Birds, Animal Instinct, Seascape, Beach Shack, Weekend Plams and Gumdrops. Whittaker said each is connected to a personal memory from her childhood, inspired by her Queensland home and coastal lifestyle.
This first range features six key prints – Native Birds, Animal Instinct, Seascape, Beach Shack, Weekend Palms and Gumdrops, each connected with a personal memory from Ellie’s childhood and inspired by her Queensland home and coastal lifestyle.
Styles range across apparel, including t-shirts, shirts, dresses, swimwear, accessories, sleepwear and underwear.
The fabrics used in the collection include 100% cotton tees, print dresses and shirts made from 100% viscose, and swimwear for babies and kids with a UPF50+ rating.
Asembl, together with Best&Less, will support the partnership with an ongoing fully integrated marketing campaign that includes advertising, in-store initiatives, publicity and influencer campaigns.
Asembl MD Justin Watson said the partnership is a testament to Best&Less’ commitment to Australian designers.
“With her unique take on patterns full of wonder, colour and whimsy, Ellie is Australia’s next generation pioneer of iconic Aussie prints and design,” Watson said.
The partnership is also buoyed by Whittaker’s affordable designs, matching Best&Less’ lower price points.
Best&Less was established in 1965. Today, the organisation has over 180 physical stores across Australia, with an online platform.
Asembl is a brand extension agency with an understanding of design, FMCG and lifestyle. It works with global brand owners to bring new licensed product and services to market and drives brand awareness.