Premiere, a collective area in the Mart designed to attract and spotlight new bridge resources, has expanded into the contemporary category with a space called Premiere on 11.
Launched in April, the 1,600-square-foot area houses 10 showrooms — seven rep firms and four manufacturers. Together, they represent 30 new contemporary resources, including six California lines. In June, a new “phase two” area will open adjacent to the current space, adding 1,600 square feet and at least six more resources.
“Contemporary is where the growth is,” said Rhonda Shanks, director of betterwear for the Atlanta Apparel Mart. “We’ve had good traffic on the 11th floor (which has primarily contemporary-level permanent showrooms) and good sales reports from sales firms there.”
Southeast retailers report brisk sales in contemporary clothing, particularly in the last few years. “People aren’t just looking for safe clothes anymore,” said Ginny Feltus, an owner of Rexer Parks, a 2,300- square-foot moderate-to-better Atlanta boutique. “Our Atlanta customers have become much more accepting of newness and change.” Rexer Parks has had a 45 percent increase year-to-date over last year, based primarily on the strength of contemporary lines, said Feltus.
In the Premiere area, manufacturers rent approximately 200 square feet for a minimum of one to three years. “It’s a chance to build business here before deciding to take a larger showroom space or go with a rep,” said Shanks.
The new area, with natural wood bars, canvas director’s chairs and faux sisal carpet, offers an updated ambience and has an adjoining Italian cafe.
Looks range from casual weekend wear to pieces that go to the office or out to dinner, with wholesale prices ranging from $60 to $175.
Here, a listing of the other new contemporary lines in Premiere.
Lines: “B” Sweaters, Cardamone, Caron Joy, Cielo, Garron, Sum-es
Rep: Joyce Morton/Warren Chafetz
Lines: Donna Jessica, One Way Two, Stark
Rep: Scott Dayton Group
Line: Anue Ligne
Rep: Michelle Leonardo
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