PLAYING TO THEIR STRENGTHS: Trademark, the preppy-quirky contemporary line founded in 2013 by Louisa and Pookie Burch — the daughters of Chris Burch and his first wife, Susan Cole — is reshuffling its business. Starting with the spring 2017 season, the young designers will discontinue sportswear and focus instead on their accessories collection of shoes, bags and jewelry — the brand’s top-performing categories — in an effort to streamline the business. The company will also shutter its Manhattan flagship at 95 Grand Street and focus on its e-commerce site and current retail partners, which include Barneys New York, Le Bon Marché, Liberty London, Lane Crawford, MatchesFashion.com and various specialty stores for fall 2016.
“When my sister Pookie and I started Trademark, it was with the idea of creating timeless designs with the highest level of craftsmanship, tailored to today’s market,” Louisa told WWD. “By channeling our energy into accessories, we will be able to expand on our best-performing category. This move will also allow us to be more agile as a company, not relying on the constraints of showing on the fashion calendar, which is strenuous on small businesses.”
In a fall 2016 review, WWD made note of the brand’s “strong” accessories offering, which included jewelry made from bent spoons and other silverware. On its Web site, Trademark’s current spring 2016 selection includes leather and suede sandals that range from $200 to $400; sterling silver and brass jewelry under $300; and croc-stamped leather handbags, which top out at about $700.