House of Harlow 1960 x Revolve Looks to Swim for Expansion

DEEPER WATERS: Nicole Richie’s House of Harlow label continues to broaden its assortment, now looking to swim for its next move.
The business, in conjunction with retailer Revolve, has launched a collection of swimwear and ready-to-wear under the House of Harlow 1960 x Revolve label. It’s the first drop, totaling some 16 pieces, of several planned for rollout across January, February, April and May.
“Swim is a strong category for Revolve definitely with the top three peak months, so it just made sense for the progression of the brand,” Richie said. “We, last resort, came out with great footwear styles so this is more about completing that story.”
The range is priced from $ 68 to $ 198 and is being sold exclusively through Revolve.
The assortment is in keeping with the design aesthetic Richie’s built House of Harlow on, with neutral colors in addition to knot detailing, stripes and crochet.
“It’s still very House of Harlow, really beautiful cover-ups to go with the swimwear so that it can transition into ready-to-wear,” Richie said.
Teaming with Revolve has helped on the back end in terms of designing House of Harlow for the market, Richie said. She cited the multibrand e-commerce company’s access to consumer data as an example

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Johnny Was Continues Growth Push With Swim

Johnny Was has launched into swim in a move outlined a little over a year ago by its chief executive officer, who is looking to grow the business through new categories and store expansion.
Private equity firm Endeavour Capital a little more than three years ago invested in the business, which was founded in 1987, with the new capital fueling this latest growth strategy.
The latest example of this is Friday’s launch of swimwear for resort 2019. The offering will be rolled out to some 150 specialty stores in addition to Neiman Marcus, which is serving as the exclusive luxury major partner for the launch.
The 25-piece collection, which is being produced in-house rather than through a licensing firm, offers sizes up to 3X. That’s the same ceiling as the ready-to-wear line. Retail pricing ranges from $ 88 to $ 298.
The extension into swim was an obvious one for the brand, which has built a business around color, print and embroidery, said vice president of wholesale sales and merchandising Meg Doepke.
“Our customers have been asking us to do that for years and we did see a void in the market for colorful, flattering swimwear that fits real women, but doesn’t look too matronly,” Doepke went

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