Molly Bracken tackles menswear
Molly Bracken is still hungry for more. The Franco-Irish brand founded by Julian and Catherine Sidonio in 2008 is getting ready to take on the men’s ready-to-wear market. With 2,800 points of sale worldwide for its womenswear, childrenswear and lingerie lines, the brand feels solid enough on its feet to try its hand at the male wardrobe.
The brand’s first menswear collection will be released under the name Bracken for the fall-winter 15/16 season. The wardrobe is naturally somewhat less dense than that for women, but is still very much complete with 200 pieces in a "casual chic" spirit including pants, shirts, and even a few accessories.
Like its female counterpart, its positioning relies on a combination of trend-driven fashion with affordable prices. For the men's line, a pair of pants goes for fifty euros while 75 euros suffices for a shirt.
For the brand, which generates 40% of its turnover from exports, it was important that the launch of its first season be worldwide. The Bracken line will be presented at the trade shows Panorama in Berlin and Momad in Madrid as well as in the United States at Magic in Las Vegas and Coterie in New York.
For the Molly Bracken brand, its attendance at the American events will be a first: "We wanted to test the market reception and perhaps also to open the doors to countries like Mexico," said Julian Sidonio.
While Sidonio has not disclosed the company’s turnover, he did say that 2014 will end with double-digit growth. He hopes to repeat the performance in 2015 with new growth driven by the menswear line.
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