LONDON — Pretty Polly, Britain’s biggest hosiery brand, is taking on the U.S. market. The label, which launched at five Bloomingdale’s stores in August — two in Manhattan, Chicago, San Francisco and Los Angeles — features a fashion-focused offer bearing the name House of Holland for Pretty Polly. The edgy hosiery, designed by London-based Henry Holland, includes prints of the Eiffel Tower, Big Ben, and the Statue of Liberty, along with trompe l’oeil garter prints, and lace designs.
“We see the U.S. as the land of opportunity, and we’re already in talks about opening a distribution base in New Jersey to serve our suppliers,” said Jonny Mitchell, managing director of legwear at Courtaulds U.K. Ltd, which owns the brand. Courtaulds is a division of Hong Kong-based PD Enterprise Ltd.
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“Our aim is to raise interest in fashion hosiery, get a younger customer in the marketplace, and encourage customers to build a hosiery wardrobe,” he said. “We feel there’s far more choice of hosiery in Europe, both from a price and fashion point of view, and we’re hoping to offer more to America. Hosiery should be an accessory, something that makes a fashion statement.”
Pretty Polly has had limited exposure outside the U.K., where it claims about 10 percent of the hosiery market. Courtaulds, which also owns the more premium hosiery brand Aristoc and produces private-label hosiery for retail chains such as Marks & Spencer, has about 35 percent of the market. It is the largest textile employer in the U.K., where all products are made.
House of Holland for Pretty Polly hosiery has very limited distribution in the U.S. through Topshop’s Manhattan unit, and the label has a small business in Scandinavia. Suggested retail for House of Holland for Pretty Polly legwear is $45. The main line, which will eventually be rolled out in the U.S. market, will retail for $20.