Splendid in Deal With Signal Brands for Handbags

Partnership is expected to yield $15 million in sales by its third year on the market.

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SPLENDID’S NEW BAG: After 10 years in the business, contemporary apparel maker Splendid is entering the handbag market.

Through a distribution deal with Signal Brands, Splendid will launch bags for spring 2014, in a partnership that is expected to yield $15 million in sales by its third year on the market.

This story first appeared in the August 1, 2013 issue of WWD.  Subscribe Today.

“For us, launching bags was the most natural step to round out the Splendid lifestyle,” said Splendid creative director Pamella Protzel-Scott. “We wanted to create an easy functionality. We have a laid-back vibe. Our bags can go from day to night.”

Using soft, perforated leather, washed-down canvases and textured, woven fabrics, the bags include totes, hobos, satchels, cross bodies and clutches. Inspired by the beach, colors remain neutral but include splashes of cobalt blue and deep red.

According to Protzel-Scott, the bag launch is part of a broader push to become a lifestyle player. Based in Los Angeles, Splendid, which is owned by VF Corp., has been on a tear, launching intimate apparel in 2013 and footwear in 2012.

The company, which operates 20 stores and three outlets, said it is “actively seeking new retail space in the U.S.” Although the brand, which is best known for its soft T-shirts, declined to provide concrete expansion plans, it said it will open new doors during the second half of the year.

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