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Amid a complete brand overhaul, the Adrienne Vittadini name is set to launch for fall a collection of handbags produced by accessories firm Sondra Roberts. Mary Gleason, brand president of Adrienne Vittadini parent the Schottenstein Luxury Group, says accessories are a crucial part of a successful brand relaunch. Made of Italian leathers and hardware, the bags are designed to target the 35-plus woman with a sense of style. Retailing for between $350 and $550, the initial collection will be available at select specialty stores, including Joanns in Sugar Land, Tex.; Marmi in St. Louis, and Liz Kelsey and Botticelli in New York, as well as select Dillard’s department stores. Gleason says they are committed to marketing the new accessories line as its own product category. “It’s a very important part of our strategy in rebuilding the brand.”
This story first appeared in the July 21, 2008 issue of WWD. Subscribe Today.