A decade after its inception as a golf line, LIJA is launching a lifestyle collection.
For spring 2008, the Vancouver-based brand divided its offerings between golf-specific LIJA Essentials and the new golf-inspired sportswear Life of Leisure.
Linda Hipp, president and designer, began Hyp Golf in 1998 to fill what she saw as a void in fashionable golf apparel, and in 2005, changed the name to LIJA — a play on "leisure." The launch of Life of Leisure, which Hipp predicts could make up 15 percent of the brand's sales, takes the company's crossover into sportswear to the next level.
"When we were Hyp Golf, we had fashion pieces that also attracted interest outside of golfers, but when women looked at the label, they would see golf and be turned off the idea if they didn't play," Hipp said. "LIJA could be worn both on and off the course."
LIJA is primarily sold by golf-specific retailers, but the new line also will target department stores, specialty stores, resorts and spas. The Life of Leisure collection wholesales from $25 to $100.
The next step for the company, which is approaching eight figures in wholesale volume, will be accessories and swimwear, said Hipp.
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