TART STARTS: Knucklehead Inc. wants to hit the contemporary juniors market with a new line, Tart.
Company chief executive officer Robert Quayle said his firm wants to hit this area with what he calls his “fast” line because “it’s a little edgier than main floor juniors.”
“We felt that the customer is ready for the next thing,” he added.
The five-year-old Knucklehead, based in San Francisco, Calif., began as a junior dress company but has since found a niche in product development for mass market. Last year’s wholesale volume for the firm was $25 million.
Tart is a step in a new direction, with a line that includes animal print slip dresses with lace trims, mesh tops, bandeaux, T-shirts with a burn-out leaf pattern, athletic pants with colored cuffs, plaid stretch pants, drawstring pants and chiffon dresses.
Wholesale prices range from $6 to $19.
Other labels Knucklehead produces are two mass merchant women’s and maternity lines, K.H. Studios and Vivoli, a mass merchant junior label, Sugar, and a mass children’s label, Sugar Sugar.
The firm will open its Tart showroom Oct. 6 in the California Mart and will have an opening party that night at the Mondrian Hotel Skybar in Los Angeles, Calif.
Shipments for the October market sales are scheduled for Nov. 30 delivery.
Tart is also planning for a first-year ad budget of $500,000 for its national press campaign.
Ads are slated for the November issues of YM and Seventeen and the December issue of Buzz.