Sigrid Olsen is headed back to department stores.
The designer will launch Sigrid Olsen Signature, a casual bridge sportswear brand, this spring in a partnership with Dillard’s Inc.
Initially the brand will roll out next month across Dillard’s top 100 doors. Olsen’s collection of embellished tunics and tops, dresses, pants and knits carry an average retail price of $130, with the highest price set in the low $200 range. With an emphasis on investment dressing, comfort and color, the line will have monthly deliveries.
“Dillard’s attracts many women from my customer base. I can reconnect with them and design beautiful yet versatile ways to wardrobe with distinctive, uplifting fashion pieces,” said Olsen.
Among the looks are a print dress/tunic for $149; double-faced linen dress for $149; button front-pin tick blouse for $99, and print sateen ankle pants for $139.
Olsen continues to design her more moderately priced collection for HSN and will be back on air Feb. 26 to show her new spring collection. Last year, Olsen forged a deal with HSN for a collection called Sigrid Olsen Studio which launched last April, when Olsen promoted her artisan-inspired designs on air with HSN and simultaneously online at hsn.com. She designs three HSN collections a year.
Sigrid Olsen Signature is a collaboration between Olsen’s design team in New York and Dillard’s merchandising team. It is being produced by Olsen, who has a manufacturing company behind this endeavor, Nation Design, a New York-based private label knitwear and sportswear manufacturer. The collection is produced in Asia. Nation Design, which is headed by Lynne Ronan and her brother, James Ronan, also does production for Olsen’s HSN line.
“I’m working with the same design director and I can keep very close tabs on what’s appropriate for Dillard’s and what’s appropriate for HSN. It still has a consistent brand message and DNA, but a very distinct brand differentiation,” said Olsen. She said the collection for Dillard’s uses cotton silks, viscose, linen blends and cotton sateens, whereas the HSN line uses fabrics such as cotton twill, cotton lawn, cotton spandex and rayon spandex. “[Signature] is more polished with a lot of beautiful embroideries,” she said.
“Dillard’s has a long relationship with the Sigrid Olsen brand and we were excited to bring her fashion to our customers,” said Jim Stockman, vice president for exclusive brands at Dillard’s. He said the collection will be housed in the casual bridge department and is aimed at a customer “who appreciates quality, design, color and Sigrid’s commitment to creative well-being.” He anticipates that the strength of the line will be the fashion knitwear and the inspired wovens.
Asked if Olsen plans to expand her distribution beyond Dillard’s, she replied, “We’ll start here and see how it goes. You never know. I’m going to take things slowly, and do it with excellence.”
An accomplished artist, Olsen began her company in 1984 as a division of Segrets Inc., which was eventually sold to Liz Claiborne in 1999. The business — which catered to the Baby Boomer — peaked at $100 million under Claiborne, but was shuttered in 2008 as part of a corporate restructuring. In 2014, Olsen got her name back from the then Fifth & Pacific Cos. Inc. (the former Liz Claiborne Inc.). During those six years away from the business, Olsen reinvented herself, operating creative wellness retreats around the world, where she runs art workshops and yoga classes in places such as Tulum, Mexico.