LeSportsac expands under new direction

US handbag brand LeSportsac is embarking on an ambitious expansion plan. Under the new ownership of Brand Science LLC the label has a new creative director and is planning to roll out more stores and widen its wholesale distribution, first in the US then in Europe . It is also looking at licensing possibilities and analysing worldwide market trends. Brand Science, a partnership between New York licensing and manufacturing company Accessory Network Group and Japanese conglomerate Itochu Corp, bought the company for a reputed $100 million in February. One of its first major changes was to hire Elizabeth Kiester as creative director.

"We have an outstanding team in place now, but we wanted somebody who could be a key player and could tie all the groups together," Ken Landis, chief executive of LeSportsac and chief operating officer of Accessory Network Group, told WWD. "We also feel Elizabeth 's experience is perfect for understanding our customer." Kiester has always worked on contemporary and junior brands and is therefore attracted to LeSportsac, which is known for its colourful nylon ranges. "I think it's a brand for somebody who is young in age or spirit and loves fashion and loves to collect."

According to Landis, the brand has seen a 25 percent performance increase in the US and Europe compared with last year. Its core classics business gained 15 percent, while its new Tokidoki line, just launched in February, sold double the anticipated amount. Without revealing sales figures, he said he expects this momentum to continue. "LeSportsac has been consistently successful in Asia , so the brand always puts the focus there," he said. "As a result, it's underdeveloped in the US and Europe , and we think there's a lot of opportunity to build those markets." The brand will expand in Europe in early 2007. It is currently in negotiations with a distribution company to enhance its presence in Spain , Italy and France . It is also looking at growth opportunities in the UK .