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Lutz & Patmos, a designer knitwear collection known for its big-name collaborations, has launched an e-commerce site.
This story first appeared in the November 17, 2008 issue of WWD. Subscribe Today.
Founded in 2000 by Tina Lutz and Marcia Patmos, the label has developed a following among the design-minded. The pair decided to delve into online sales, partly because of the flurry of attention their company has received in recent months.
“We were getting a lot of phone calls [from people looking for the collection.] We wanted to have a place where the full collection could be offered because retailers pick and choose,” Lutz said. “We wanted people to have access to the brand from any place in the world.”
Without a freestanding store, Lutz & Patmos was eager to showcase its full range of products, especially in regions where the label is not readily available. Shoppers are ordering from Incline Village, Nev., and other far-off locales, Lutz said. Guest designer Kirsten Dunst’s $395 Omi and Opi crewneck sweater, an $825 chunky cable coat, a $360 cozy crewneck and a group of silk and cashmere pieces should be among the bestsellers online, Lutz said. Online sales should account for about 20 percent of the company’s total business a year from now.
Before launching their Web site, Lutz and Patmos learned through research that knitwear is one of the more salable categories online. Unlike constructed pants or tailored jackets, which are typically sold in numerical or European sizing, their sweaters are sold in the more forgiving sizes of extra small through large.
Visitors to lutzandpatmos.com can also check out the company’s secondary label, Leroy and Perry, which was launched for spring 2008 and is sold exclusively at Barneys Co-op. They can also link to Barneys’ Web site to purchase Leroy and Perry styles. There is also information about the brand’s founders, their environmentally friendly pursuits and their guest designers.
“We wanted to show everyone we’re not just making knitwear. We’re doing so much more and we’re trying to be as green as possible,” Lutz said.