Ellery opens Paris office
Ellery has landed in Paris. Having shown on-schedule during Paris Fashion Week for the past four seasons, the Australian label founded by Kym Ellery has just opened a permanent office at rue Tiquetonne, Sentier, in central Paris. The designer, who recently moved to Paris, brings with her one press officer and two designers.
Raised in Karratha, in Western Australia, trained in fashion design in Perth and then at Central Saint Martins in London, Kym Ellery launched her brand in 2007. The high-end brand, which creates its collections in Australia, subverts the classics with striking cuts and volume, playfully mixing the masculine and feminine.
Hoping to remain in step with Paris Fashion Week, alongside her principal buyers in London (MatchesFashion, Net-A-Porter and Dover Street Market are amongst her largest clients), the Australian designer, whose clothes are already distributed at Galeries Lafayette and at l'Eclaireur, has not yet announced a specific business strategy for the French market. This opening targets, according to the label's communication, "a logical and coherent geographical alignment."
Ellery is also soon to spread its wings with the reinforcement of the label's U.S. team - a New York office dedicated to the American market and 'red carpet' management under consideration. In high demand from a host of stars including Rihanna, Gwyneth Paltrow and Cate Blanchett, the U.S. is indeed the brand's largest market worldwide.
The expansion won't stop there, with Ellery also advancing on the Asian market, notably in Beijing where an series of events, and events sales, has been organised at one of China's biggest retailers, department store Lane Crawford.
Finally, even if no European store openings have been announced, the label recently unveiled its first flagship in Sydney. Its collections are distributed at 140 sales points worldwide.
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