Hanro of Switzerland is launching its first ready-to-wear collection, called Hanro Knits, for spring.
This story first appeared in the September 17, 2012 issue of WWD. Subscribe Today.
The 21-piece collection will be previewed at the Fashion Coterie, which begins Wednesday, and will start selling at hanro.com from Feb. 20. Distribution is aimed at major department and specialty stores in the U.S. that sell Hanro products such as Neiman Marcus, Saks Fifth Avenue, Bloomingdale’s and the first freestanding Hanro boutique in New York. The line will also be sold at major stores and upscale boutiques in the U.K., Germany and Switzerland, as well as Dubai.
Jan Snodgrass, president of Hanro USA Inc., said the company decided to introduce rtw to the 128-year-old brand’s portfolio for spring because of “strong” crossover trends with innerwear.
“We looked at ways to expand the footprint of the brand and we looked at trends in rtw and our sleepwear where we have the know-how, quality and workmanship. It was a natural extension for us….We also looked at the current Hanro customer and concluded the rtw will be something she can wear at the office and into the evening,” said Snodgrass. “The rtw is meant to be layered and our intimates go very well with the collection.”
He added that the Hanro customer is a “cosmopolitan, self-assured woman. She knows what she likes and places a value on quality and workmanship,” he said.
The focus of the collection, which will be available in sizes 2 to 12, will be soft silhouettes. Styles will include shirts, drawstring pants, long and short skirts, cardigans, elongated camisoles and unconstructed dresses.
Tops will retail for between $130 and $640, while skirts will be priced between $300 and $800. Pants will sell for between $280 and $640, and dresses will cost between $260 and $800. Colors will include coral, peach, coffee, deep taupe, light aqua, stone, sand, slate, off-white and black. Fabrics will include tulle, lace and French terry, as well as blends of silk and elastane and cotton and silk voile.
“We looked at pricing of other brands that use the same materials, and the pricing is right in line — not much less expensive but not over the top,” explained Snodgrass.