Little Joe by Gail Elliott to Open 3rd Store, U.S. Units on Horizon
British-born model-turned-designer Gail Elliott will open her latest Little Joe by Gail Elliott boutique in the central business district here next month in The Strand, a picturesque, Victorian-era shopping arcade.
SYDNEY — British-born model-turned-designer Gail Elliott will open her latest Little Joe by Gail Elliott boutique in the central business district here next month in The Strand, a picturesque, Victorian-era shopping arcade.
The 525-square-foot store is Elliott's third. The brand has an 18-month-old shop of the same size in the Sydney suburb of Woollahra and a 750-square-foot store in South Yarra, Melbourne, that opened last July. With a Brisbane outlet set to open by August and another store planned here by year's end, industry sources estimate that Elliott might grow her volume by 50 percent, to about $5.5 million, over the next year. All figures have been converted from the Australian dollar at the current exchange rate.
The five-year sales projection is $8.4 million to $16.8 million, Elliott said. This includes another six stores for Australia and two to three units in the U.S. The first U.S. store will probably not open for two years, and Los Angeles is the likely target.
"If something happens in New York before then, we might do New York, as well," said Elliott who named her three-year-old brand after her Australian husband and business partner, Joe Coffey. "New York will definitely happen because it's still where I live and where I've spent so much time — 24 years."
The line is also sold in 80 doors other than the signature stores, and wholesaling accounts for 30 percent to 40 percent of the business, she said. Key accounts are Henri Bendel, Harvey Nichols, Browns, Intermix and Net-a-Porter. The brand is also launching e-commerce at the littlejoeny.com.
The new Strand boutique will, like the other stores, feature an all-white decor with mirrored cabinets, nickel railings and lime-washed floorboards. Assortments will include sueded silk camisoles, peasant dresses and silk knickers by Little Joe for Gail Elliott retailing at about $40 to $59. The products are exclusive to Elliott's boutiques, along with knitwear of linen and cotton blends merchandised with select international brands ranging from April-May cotton camisoles to T-shirts by Flux Nouveau, LA Made and Park Vogel; knitwear by Inhabit, and jeans by J Brand, Freedom of Choice, Hysteric Glamour and Frankie B.
There are belts by Hollywood Trading Co., Eva Herzigova swimwear and Carolina Barbieri and Manon von Gerkan jewelry. Prices range from $30 for a Wilson key ring to around $1,500 to $1,675 for a Kooba or Botkier handbag.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)