SYDNEY — Nancy Ganz is shaping up for an international comeback.
Next month, the PVH shapewear brand will be launched by its Australian and New Zealand distributor PVH Brands Australia into four House of Fraser stores and houseofraser.com in the U.K., followed by ten Neiman Marcus stores and neimanmarcus.com in August.
The brand went quietly online in the U.S. in April on Lord & Taylor’s web site.
Sydney-based PVHBA plans to expand the line into 21 House of Fraser and 25 Neiman Marcus stores by October, adding to its current 200 doors within Australia and New Zealand, where it touts Nancy Ganz as the leading shapewear brand.
The three- to five-year plan, said PVHBA chief executive officer Craig Barnett, is to double the global store count to 400 within 12 months and 2,000 within three to five years, growing sales to 100 million Australian dollars, or $76 million at current exchange.
“It’s a bit of a credit to us that PVH Corp. is entrusting us to take this worldwide, we’re quite honored but taking it very seriously,” said Barnett, who believes the brand’s positioning in Australia via more fashion-forward product and campaigns by photographers such as Vogue Australia regular Steven Chee helped it gain market share here, after it had faded in its home market.
“It’s been out of the [U.S.] market for quite a while, really about five years,” said Barnett. “I think the Americans tend to look at very distinct classifications of underwear, lingerie and shapewear and I think in Australia we’re less defined by category definitions and more inclined to go where we see the opportunity.
“When we walked into Neiman Marcus and Lord & Taylor and House of Fraser, they saw a very different product line to what they were expecting when they made a shapewear appointment with a bunch of Australians. They were surprised we’d broken the rules and showed them what we showed them. I think [the Americans] had locked themselves into a functionality area and the opportunity was beyond that, it had moved.”
The company will also exhibit the brand at the Mode City trade show from July 8 to 10 at Paris Expo Porte de Versailles, where it will unveil 19 new styles of traditional shapewear, shaping lingerie and a new shaping activewear capsule — the latter including leggings in two different lengths, a tank top and an activewear brief.
In total there are 75 stockkeeping units in a size range of XS to XX, with retail prices starting at 39.95 Australian dollars, or $30.25, for the Sweeping Curves Everyday Brief and reaching 199.95 Australian dollars, or $151.42, for the new Snow White Bridal Corset.
The brand’s bestseller is a new product that was launched earlier this year: the Body Architect High Waisted Brief, which retails for 79.95 Australian dollars, or $61.
Formed in February 2014 as a joint venture between PVH Corp. and the listed, Sydney-based Gazal Corporation Limited, which acquired the Nancy Ganz license from its former owner Warnaco in 2003, PVHBA is the local distributor for brands including Calvin Klein, Tommy Hilfiger, Van Heusen, Pierre Cardin, Hold Me Tight, Spanx and Bracks.
Under the terms of the joint venture, PVHBA also entered into a perpetual license with PVH Corp. for Nancy Ganz for all territories beyond Australia and New Zealand.