Liz Claiborne launches Lucky Brand Jeans with own stores

American conglomerate Liz Claiborne sells its fashions at department stores and other retailers, but has opted to launch its own chain this summer to trumpet its Lucky Brand jeans line. It's not the first time the long-time supplier has dipped its toes in retailing waters. Indeed, it already has a handful of banners under the Mexx, Liz Claiborne and other names, even though those brands are carried at rival merchants. "It's tremendous exposure for the brand," said Walter Lamothe, who heads the company's retail division.

Faced with limited wholesale opportunities and a shrinking department store market, manufacturers are increasingly turning to retailing to give them a higher profile - and additional business. The roster of wholesalers that are branching out into retail seems to be growing by the day. It ranges from Puma and Nine West shoes to Tommy Hilfiger fashions, Apple computers and Buffalo jeans.

Wholesalers are trying to emulate the success of retailers such as Zara, whose names have become a brand in their own right, he said. But manufacturers take on added risk by going the retailing route, said merchandising consultant David Howell of Associate Marketing International. They tread a fine line between operating as a successful wholesaler and also passing muster as a retailer. Having separate stores showcase the brand, and while it competes with department stores that carry the same labels, the exposure helps bolster sales.