HUNTINGTON BEACH, Calif. — Swimwear brand L Space is growing out of its surfer roots with an expansion into resortwear along with the introduction of a swim line targeting older customers.
A dozen years after Monica Wise founded and led the creative direction of L Space, the company is readying the holiday launch of Collection by L Space and the subsequent spring release of Maio Swim by Monica Wise at next month’s Miami Swim Show. Sitting in a photo studio here, located some 15 miles away from L Space’s headquarters in Irvine, Calif., Wise pointed out the differences and similarities between the three lines.
For the 25 pieces in the resortwear line, Wise said, “What inspired me was on- and off-the-beach looks.”
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Evoking the beaches of Spain, the Collection by L Space’s Bohemian styles range from wide-leg snake-print pants in polyester chiffon to off-the-shoulder minidresses in mixes of lace, jersey and crochet effects and reversible maxidresses that convert from a tank style to a one-shouldered look. Retail prices run between $90 and $280. L Space’s signature fringe detail makes an appearance on the neckline of a slub jersey minidress and the edge of a cotton batik shawl jacket.
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The customers for the primary L Space and new Collection brands also overlap. Wise said the prime age for both brands is between 17 and 35. In addition to reaching L Space’s existing customers, including Shopbop.com, Victoria’s Secret, Bloomingdale’s and Nordstrom, the company said it hopes its first attempt in apparel will attract new specialty accounts such as Ron Herman, Jill Roberts and American Rag Cie.
With Maio Swim, which harks back to Esther Williams’ movies from the Fifties with one-piece swimsuits and bikinis with high-waisted briefs — aka midkinis — the customer skews older, between ages 30 and 45. The prices also reflect the demographics’ income. Whereas L Space sells its trendy, skimpily cut bikinis separately for between $50 and $65, Maio Swim retails from $125 to $200. The stores Maio Swim hopes to stock are Alla Prima, Nancy Meyer and resort-centric shops in hotels such as the Four Seasons.
Key looks in Maio Swim’s 27-piece lineup include striped midkinis accentuated with piping, and halterneck swimsuits that hold in the abdomen girdle-style with ruching and one-piece bandeau swimsuits that drape at the waist.
“I felt like there was a big need for a one-piece collection for the L Space girl that is outgrowing the bikini,” Wise said. “She wants something chic and hipper than the missy brands. It’s not mom-ish.”
While Wise declined to disclose specific sales figures for L Space, noting that it’s less than $20 million, she said the goal is for each new line to contribute 10 percent of sales in 2013.