NEW YORK — With Calypso St. Barth for Target bowing May 1, the mass retailer is hoping to reprise the success of its Liberty of London for Target launch last spring.
This story first appeared in the January 21, 2011 issue of WWD. Subscribe Today.
The multicategory Calypso collection will feature apparel, accessories and lingerie for women, clothing for girls and babies, and home items such as candles, decorative pillows, dinnerware, glassware and serving pieces. The collection will be available in about 1,200 Target stores and target.com through June 11.
Calypso’s casual beach aesthetic was evident at a press preview on Thursday at Target’s design studio here. In contrast to the blustery weather outside, models wearing Calypso for Target sundresses and caftans stood in boxes of sand with scenes of palm trees on the walls. Tie-dye, batik and wood block prints appear on dresses, dinnerware, swimwear and lingerie. The collection, which ranges in price from $1.99 to $79.99, features natural fibers such as silk. Sea-themed jewelry includes necklaces with coral-shaped branches, sun dollars and tiny fake seed pearls.
“Calypso is a world,” said Elisa Miller, vice president of design for Calypso St. Barth. “We created lingerie [for Target]. It’s a new category for Calypso. Also, we don’t currently have kids. We’re going back there.”
“For me, it’s a way of reaching a wider audience,” said Stefanie Smith, president of Calypso St. Barth, of the collaboration. “It’s going to create so much recognition. When the announcement went out, we saw an increase in our orders online.”
Liberty of London for Target is believed to have been one of the retailer’s most popular partnerships. “An undisputed success” is how Kathryn Tesija, executive vice president of merchandising at Target Corp., characterized the 300-item line during the company’s first-quarter conference call in May.