By  on August 24, 2015
A rendering of Bailey44’s first store

Bailey44 is taking the next step to go from bland to brand.

Over the past nine years, the women’s contemporary line has managed to grow sales annually by 20 percent without any hoopla that surrounded other fashion companies that have risen rapidly and then flamed out. Started by Shelli Segal and Ruthy Emsallem-Grode, it cultivated a following among women between the ages of 30 and 45 who could shimmy into the body-conscious fits accentuated by cutouts and ruching and digest the retail prices ranging between $90 and $350. They snapped up the dresses and blouses at Nordstrom, Neiman Marcus, Shopbop.com and other retailers. But that wasn’t enough.

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