Lord & Taylor has partnered with Canadian plus-size retailer Addition Elle on a shop-in-shop that will launch this September at its Fifth Avenue flagship in New York City.
According to MaryAnne Morin, executive vice president and chief merchant officer of Hudson’s Bay Co. and Lord & Taylor, the retailer has a complete plus-size offering in both classic and modern sportswear — the store carries plus options from brands including Lauren Ralph Lauren, Calvin Klein and Vince Camuto — but this Addition Elle partnership represents the retailer’s bigger push into the contemporary category.
“Addition Elle has a chic mix of brands that our customers are clamoring for and we’re delighted to be able to offer them exclusively in the U.S.,” Morin said. “They are just the right partners to bring contemporary plus collections to Lord & Taylor.”
The 500-square-foot shop, which will be located on the sixth floor, will feature three lines from Addition Elle’s stable: Michel Studio, a workwear collection; Nola, an activewear assortment, and Love & Legend, a denim brand that features a capsule collection designed by blogger Nadia Aboulhosn.
The collection, which is about 60 stockkeeping units, will also be sold on Lord & Taylor’s e-commerce site. The shops-in-shop will roll out to additional Lord & Taylor doors next season.
“With retail being so soft, plus is a growing market for every retailer to capture,” said Roslyn Griner, Addition Elle’s vice president of marketing and visual display. “It’s such an underserved market that it’s good to have more options.”
Morin told WWD that the retailer is also ramping up its exclusive partnerships for fall and will launch Miss Selfridge in its New York flagship along with B Brian Atwood handbags in all of its stores. The Birdcage, its accessories shop, will feature product collaborations with Edie Parker and Chief Trunk, which are slated to launch in mid-September.
“Our customers are really responding to our pop-up shops and capsule collections in New York. Birdcage has become such a destination that we are expanding it to even more stores next spring,” Morin said.
This collaboration also signifies Addition Elle’s bigger push into the U.S. market. The retailer, which has 106 stores in Canada, introduced Ashley Graham’s line of lingerie into Nordstrom earlier this year and it will present during New York Fashion Week at the Kia Style360 venue. The runway show will include holiday looks from Love & Legend, Michel Studio and Ashley Graham’s capsule collection. The brand also just signed a deal with blogger Nicolette Mason for a dress collection that will be available this February.
“It’s a year of our coming out. We’ve always been eyeing the U.S. market and figuring out how we want to enter. We thought this was a good test and we don’t have any expectations really,” Griner said.