The Los Angeles-based denim company, which wants to dress customers throughout the day and across seasons via multiple category expansions, signed a licensing deal with Mystic Inc. Mystic will handle design, manufacturing and selling for the collection, which is expected to hit stores in June.
Chief creative officer Kin Ying Lee said Lucky wants to to bring “trend-right ideas to our customer” while also drawing new shoppers into the stores.
“The brand has been around for 25 years, so [it’s about] re-engaging new customers to look at Lucky in a new light,” Lee said.
The company’s already been selling Lucky Brand leather jackets, but the outerwear collection is a fuller offering that will make use of shearling, suede, wool, down and other materials. Retail prices are expected to range from $99 to $499.
“As we expand on the product range, one of the things that has been a strategy for us has been to build the assortment and really fulfilling the true lifestyle of the customer,” Lee said.
Lee declined to get into specifics on the size of the collection, except to say it’s a “full expression” of an outerwear collection.
While the company can rely on its brand history to a certain extent, it’s not resting on its laurels, Lee said.
“At the end of the day, product is king,” she said. “Our brand offers a great story just in terms of the DNA of the brand.”
The distribution strategy relies on the company’s existing retail base.
But fall will also be big for Lucky as it broadens its scope in other categories. Customers will also see a larger assortment of the company’s sports coats for men and fashion blazers for women, which stores have been carrying for the past few seasons in a small way. But the momentum’s building, according to Lee, and more of that will be in store for fall.