Daniel Hechter is making a bigger play in the U.S.
The brand, which was started by Hechter as a women’s collection in 1962 and moved into men’s and children’s six years later, wants to broaden its reach with a sportswear collection it will present at New York Men’s Day on Monday. The line will launch exclusively with Macy’s in October.
“We saw this as an opportunity to bring a European brand to the U.S.,” said Mark Bushby, the men’s sales director at Daniel Hechter. “We thought there was a white space in the market for affordable, European designer product.”
According to Bushby, who was previously the men’s director at Calvin Klein Collection, the sportswear line is an attempt to make the entire lifestyle assortment more contemporary. The collection, which is designed in Paris, consists of shirts, sweaters, jerseys, pants, blazers, lightweight outerwear and leather pieces. The line retails from around $75 to $450.
Hechter is no longer involved with the line, which he sold to Miltenberger-Otto Aulbach GmbH in 1998. The collection is carried in 2,500 points of sale globally and the sportswear is licensed by Shanghai Shenda America LLC.
Although the company is expanding its reach in the U.S., Bushby said the market has already taken to its tailored collection, which was introduced eight years ago and is sold at 450 specialty stores.
The contemporary sportswear collection is exclusive to 12 Macy’s doors for the first season, and Bushby said he is in talks with other retailers. There are plans to launch a U.S. e-commerce site for spring.
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