Public School sets its sights on international expansion
loading...
New York fashion label Public School is increasing its international distribution network for its women's wear collection. The women's and men's wear brand, created by designers Maxwell Osborne and Dao-Yi Chow, is set to offer its female counterpart in Harrods and Liberty of London in time for autumn, reports WWD.
In addition, the streetwear inspired label has signed a big partnership with Mytheresa.com, which will act as the brand's ecommerce partner in Europe. Public School currently sells its collection at 15 independent stores across Europe and is keen to expand the presence of its women's wear business, as it is growing faster than it's men's.
"The natural next step for Public School was to develop international markets,” said Anthony Landereau, president of the designer brand to WWD. "Europe was a top priority for me. As of fall 2016, the women’s collection will be sold at Harrods, Liberty of London — for the first time — along with other outlets in Europe."
Mytheresa.com will foucs on key items from the collection, such as shearling jackets and sweaters, as well as offering exclusive items inspired by Public School's catwalk show, created in collaboration with the online retailer's buying team. "[Mytheresa was] inspired from our show pieces and want to translate the message of the urban girl from the Eighties," explained Landereau, adding the e-tailers was fan of Public School's statement pieces.
"Our presence on Mytheresa, surrounded by the most prestigious brands, should give Public School the best visibility in Europe," added Landereau. For the emerging brand, which first launched its women's wear collection in department stores such as Barneys New York, Neiman Marcus and Nordstrom in autumn 2014, working with the right partners in the right market is key.