By  on September 25, 2007

Lord & Taylor's strategy to promote American design talent takes a first step this week with the debut of its exclusive Bryan by Bryan Bradley collection.

The fall line will be sold at 19 Lord & Taylor stores, with the first delivery offering 14 styles, including knits and wovens, with prices ranging from $35 for a T-shirt to $550 for a fur vest or winter coat. The bulk of the items, which have begun to hit selling floors, will retail from $150 to $300.

"We expect this to be a long-term relationship," said Jane Elfers, chief executive officer of Lord & Taylor. "I really think there is a big opportunity to grow a meaningful business with Bryan in years to come." Elfers declined to project sales volume for the collection.

Elfers said Bryan by Bryan Bradley offers "really beautiful sweaters, blouses and sequin outfits, filling a void for designer product at contemporary price points that's feminine but for a modern woman." The collection is being housed near Vivienne Tam, Anna Sui, Jill Stuart, BCBG Max Azria, Nanette Lepore and Cynthia Steffe.

Lord & Taylor plans to establish a distinct in-store shop for Bryan by Bryan Bradley in time for Christmas selling, which will be marked by a heart-shaped area rug with the Lord & Taylor and Bryan Bradley names on it, shelves that mimic those in Bradley's home and a range of product that changes monthly and develops beyond women's apparel to include men's wear and gifts, such as key chains, books and even beach bags, according to Bradley, who owns and designs the Tuleh collection and is creative director for Bryan by Bryan Bradley.

"It's important that we don't get stuck being just contemporary sportswear," said Bradley. "We want to be more of a store, more a gift resource. I like the idea of having men's wear and baby blankets. This won't be a balanced collection every month. It will be radically different each month...with various inherent promotional possibilities" tied to holidays, seasonal moods, vacation destinations and other themes.

"But the larger point is to make the act of buying the gift a pleasant experience rather than a torture, and have eye-candy pieces she can't resist for herself: a teeny-tiny fur jacket, a tulle party skirt, matching hat, gloves and scarf.

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