The seven-year-old brand was acquired for an undisclosed sum by AHQ-Accessory Headquarters, LLC, the firm which owns Kooba, V Couture by Kooba, Yak Pak and Go!Sak. Formerly Accessory Network Group, the company became AHQ in January after Wiesner Products, Inc. bought a portion of ANG.
“The following that this brand has is what intrigued us about it. They have a very strong following in the social media world and a very strong Web business,” Abe Chehebar, president of AHQ, told WWD of Hayden-Harnett joining its roster of handbag companies. “The aesthetic is unique and has its own DNA. We found it very interesting and something that we can market. It’s about getting more people turned on to the brand and expanding the distribution.”
Designer and creative director Toni Hacker said she would like to double the size of the company within the next two to three years. She projects the line will grow to $10 million in this time, from $5 million now, fueled primarily by bolstering the wholesale component of the business.
The brand has closed its stand-alone store in Brooklyn and has moved all operations to AHQ’s office here. During the transition phase, the line has put its wholesale business on hold (it was once carried at retailers such as Anthropologie and Nordstrom), but Hacker plans to continue an e-commerce business at haydenharnett.com, which will see a redesign on Nov. 1.
The site will still carry bespoke scarves and the slightly more expensive Collection handbags, all made in the U.S. and retailing from $475 to $950 (the main collection ranges from $238 to $650 and is produced in China). For spring, the digital flagship will carry the main line as well, which will also see a relaunch with “friendlier” price points.
Wholesale is where she’s focusing on going forward for both lines, as AHQ will be able to help Hayden-Harnett leverage larger orders for retailers.
“[We really] only had a very strong direct-to-customer business, and we saw that really ramp up over the last five years since 2007. It became a bit stronger. We’ve never really gone into major retailers, so it’s a pretty wide-open avenue,” Hacker said.
During February market, the brand will show its first full collection since joining the AHQ umbrella, but select styles from the upcoming summer capsule collection will be available on the site upon its reveal next week.
“I am so ready — everything is really hyper-intense color for spring summer,” Hacker said, revealing that in addition to a lot of textured leathers, offerings will be full of bright blue, red, violet and magenta.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)