NEW YORK — Saks Fifth Avenue, which introduced Dana Buchman Woman, the large-size division of Dana Buchman at its flagship here this month, has sold $110,000 with the line over the past two weeks.
Sales during the official four-day weekend launch April 8-11 contributed $38,000, including some $10,000 sold the evening of the opening, according to a Saks spokeswoman.
Best-selling items included a light green silk V-neck tunic blouse retailing for $358, a silk leaf-print shirt for $168, hunter green silk pants for $208, a reversible silk tank top for $138, a green and black chiffon tunic at $214 and matching pants for $204.
About 70 people gathered on the ninth floor of Saks’ Salon Z to see and hear Buchman, co-designer Karen Harman and image consultant Suzan Nanfeldt discuss the new spring collection and its applications for the plus-sized customer during a fashion show of the collection.
Dana Buchman Woman is housed in a 400-square-foot swing space in the Salon Z department.
Banking on the success of the line, Saks will expand the plus-size Dana Buchman collection on the ninth floor to a 750-square-foot space in the main career separates area of Salon Z by the end of April.
“We basically believe there is tremendous growth in the bridge portion of the large-size business,” said Sally Pearson, senior vice president, general merchandise manager at Saks. “Dana Buchman truly understands the large-size woman. We love Buchman’s soft dressing, beautiful colors and fabrics.”
The fashion show featured 20 outfits in silk tunics, easy jackets, suits and pants in bright colors and reversible prints.
Buchman said she hopes to expand the line, which already includes petite as well as large-size sportswear, to include plus-size petite and plus-size dresses.
“The plus-size customer generally buys outfits,” said Harman. “These groups lend themselves to outfit-building.”
“I thought the line was beautiful,” said Gayle Atkins, a media consultant at the launch who in a drawing won a $500 gift certificate for Dana Buchman merchandise at Saks. “I was going to buy a lot of her clothes anyway.”
She added, “The lines are flattering to size 14 and above. It has an expensive look, richness in colors, and I like the versatility in being able to wear these clothes on the weekend and to the office.”
Dana Buchman is a division of Liz Claiborne.