(Filed Under wholesale Lingerie News). Kisskill, the Melbourne-based lingerie firm, has been expanding gradually in the U.S. since its launch in 2013. And the firm, with its exotic and luxurious collection, returns to Curvexpo in New York in August with several new styles.
“We have new pieces that we will be showing,” owner/designer Jane Carrodus told BODY, referring to the upcoming exhibition. “Our collection has evolved from the first two which were entirely new pieces, to now keeping our best selling styles with top ups of new fashion pieces. I’m excited about the new pieces we are showing. Our seasons are opposite in Australia, so we tend not to design for seasons and concentrate on collection capsules.”
The regular retail price for bras on the Kisskill website ranges from about $80 to $140. Panties range from $30 to $70; a lace dress is $270; pajamas are $230-$250; robes are $180 to $200; and a cami set is $150. While all these prices are in Australian dollars, Carrodus pointed out that they are similar to the expected U.S. retail prices when the importing costs are considered.
Though the firm is new, North America is an important market. “Our distribution in the U.S. has been steadily growing with every Curve show we have attended. We are in a mixture of online only, such as Revolve Clothing, The Enclosed and small boutiques across the U.S. such as La Femme Dangereuse, Top Drawer Lingerie, Femme by Ashley, Jenette Bras and Naked Princess, to name a few.”
Online sales to consumers first pointed the way to this country. “After Australia, the USA is our second largest customer base online. 25% of our online orders are international and the US market is the biggest contributor at 17%, followed by the UK then Canada.” Retailers in Canada include Honey Gifts, Tease Exotics and Kallone.
Curve has been the prime vehicle for Kisskill’s expansion here. “We have been exhibiting in NYC since 2013 but 2015 was our first February show. We have done three August Curve shows.” The designer added that she tried the Paris show in January 2014, but said “our main clients from that show were out of Asia hence we will continue to show at Curve to focus on the USA customer base.”
Even though the company is headquartered there, Australia, surprisingly, has been a challenge. “The Australian lingerie boutique landscape is very different to our aesthetic, therefore there isn’t a big pool of boutiques outside of department stores for us to be ranged in. We have been very selective with stores and have launched our product in 12 boutiques across Australia such as Wild Orchid, Passionfruit, Kitty K and Velvet Jayne,” she continued. “There is a gap in the Australian market for designer lingerie and therefore we are concentrating in growing our own network of stores including our online presence. We have opened our flagship store on Chapel Street in Melbourne which one of Australia’s boutique shopping destinations. Our expansion strategy for the next 2-5 years is concentrating on the east coast of Australia opening 2 to 3 stores.”
To date Kisskill has not used outside agents for its international sales, but Carrodus added, “We are, however, reaching a point where are interested in finding distributors in the U.S., Asia and the Middle East. For now the sales team can be reached at email@example.com.
On her website, the designer explains how she arrived at the company name. “Kisskill is a metamorphosis of two concepts. Kiss represents the feminine side of a woman’s personality and sexuality and embracing the soft side of being a woman. Kill references the allure of a woman - the strong, independent and dominant side. She has a killer instinct she uses to empower herself and create an air of mystery to her personality. She wants to be loved but also desired as a sexual being. She is comfortable with her sexuality and who she is behind closed doors. Kill represents her use of sexuality to conjure an emotion leading to ultimately, killer sex appeal.”
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