NEW YORK — Casall of Sweden, a 27-year-old apparel label, is stretching its customer base in the U.S. thanks to a new distribution deal with Power Pilates.
The combination seems well-suited, considering Casall has built a $20 million business worldwide for its activewear, yogawear and golfwear, and Power Pilates trains Pilates instructors and teaches students in six locations. Next month, Power Pilates’ six studios will begin carrying Casall of Sweden and all of its 3,800 instructors can carry it in their studios, as well as wear it. The line is offered at casall.us.
Reached in Stockholm, Casall of Sweden founder Carl Axl said, “Going into the U.S. is something we have always had in mind. It’s a very interesting market and we have always gotten an extremely good response whenever we have shown there.”;
Until now, the brand was only offered at Canyon Ranch in Tucson, Ariz., and other select boutiques. With the new setup, first-year projected wholesale volume for the U.S. is $1.5 million, said Power Pilates president Howard Sichel. About 30 to 35 spas and stores are expected to carry it initially.
To clue in Americans to the Swedish label’s American launch, Carmen Kass will appear in print ads starting this June. Lining up a marquee runway model for an athletic company’s advertising is far from routine procedure, but the Estonian-born Kass is said to be a big fan of the brand.
Hillary Swank, whose Power Pilates instructor introduced her to Casall, has also taken to the label, Sichel said. Each garment wicks moisture, is fade resistant and easily can be worn for nonathletic activities without looking too casual, he noted.
Most styles are made in Italy, France and Germany, and Casall of Sweden aims to keep 80 to 90 percent of its production in Europe, Axl said. Aside from quality control issues, Axl said European manufacturers tend to be more concerned about environmental issues and their workers’ quality of life.
“We pay a little bit more, but we get a better quality product and better salaries for the workers,”; Axl said.
International production is something he became familiar with at an early age. Wholesale prices range from $30 for a top to $150 for a winter jacket. This spring, Casall trunk shows will be offered at the CuisinArt Resort and Spa in Anguilla during a retreat for Power Pilates.
Related Articles
You May Also Like
To gear up for the expected growth, Power Pilates has expanded its offices, showroom, retail space and Pilates training facility here at 49 West 23rd Street. The company also has an East 57th Street facility in the city, and outposts in three Equinox health clubs there, as well as one at the Equinox in Pasadena, Calif. Equinox’s stores in those locations carry Casall of Sweden.