Sigrid Olsen’s next act is TV.
The designer will launch Sigrid Olsen Studio, a new seasonal fashion collection for women, in partnership with HSN Inc. The brand will launch in April. Olsen will promote her artisan-inspired designs on air with HSN and simultaneously online with hsn.com.
Olsen said she’s looking forward to re-establishing her connection with her customers, while expanding her base of female consumers. She will design three HSN collections a year, featuring about 25 pieces in each.
“We expect it will be one of our key brands in fashion,” said Anne Martin-Vachon, chief merchandising officer at HSN. The collection will kick off April 9 from 9 to 11 p.m. on HSN’s “The List with Colleen Lopez.”
“It’s a great way to showcase new brands, as well as existing brands. It will introduce Sigrid with a sneak peak of her line,” she said. Olsen will then have dedicated hours going forward and a major rotation on air. The whole line will be available on hsn.com. Martin-Vachon declined to divulge a first year volume projection.
“Our customer was shopping Sigrid when she was in department stores,” added Martin-Vachon. She said the collection will feature Olsen’s original prints and hand-crafted touches, and will possess “a casual chic which Sigrid has stood for.”
Highlights of Sigrid Olsen Studio include beach-to-bistro embroidered tunics ($69.90); crocheted tunics with camis ($89.90); laundered linen cropped pants ($79.70); laundered linen jackets ($99.90), a dance dress ($79.90), a cotton print kurta with embroidery ($69.90), as well as easy knit pants ($59.90). Overall, the collection — which also includes accessories such as pareos, scarves and totes — retails from $29.90 to $109.90.
As for Olsen’s input, Martin-Vachon said: “She is totally involved. She has a wonderful and strong point of view on what her collection should look like and the fabrics she wants to use. She knows exactly what she wants.” Martin-Vachon described Olsen’s target customer as “a woman who wants to be on trend, has great taste and is looking for these timeless designs.” The collection will be manufactured in the U.S. and overseas.
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. Last year, 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, (where she is currently on a weeklong retreat) and Santorini, Greece. She also owned a fashion boutique, Isla Beach House, in Gloucester, Mass., which carried beachy-chic fashion, accessories, home decor and her own watercolor prints, which has since closed.
But once she got her name back, she was itching to get back into designing.
In a WWD interview last year, Olsen said she was eager to add yoga apparel, accessories and home decor under her own name to her repertoire but didn’t want to start a new company. Rather, she was interested in strategic partnerships.
Working from her Siesta Key studio in Florida, Olsen paints and creates original artwork and hand-crafted prints. Her company, Sigrid Olsen: New Designs for Living, continues to seek complementary licensing and business partnerships for home design and decor, accessories, paper, personal care, publishing and her ongoing women’s art and yoga retreats.