Union, the premium denim label from Seattle Pacific Industries, which manufactures the Unionbay label, is branching out.
After launching two years ago, Union is preparing to expand its product offerings beyond premium denim in a bid to position itself as a lifestyle brand. In the process, the label hopes to expand its reach beyond retailers’ denim displays and claim a larger share of their floor space.
“We’ve positioned the business successfully and earned a portion of the jean wall with what is a well-balanced line from a fit-and-finish standpoint,” said Scott Bonomo, president of Union.
But the retail landscape, particularly in the specialty boutique channel, has changed, Bonomo noted. There is more competition, making it essential to appeal to retailers and consumers at more than a single-product level.
“Our sense was that the collection side of the business, the dressier side, is gaining more and more speed at retail in these contemporary stores,” said Bonomo, pointing to labels such as Theory, Rag & Bone, Robert Rodriguez and Rebecca Taylor as examples. “They’re a sexier fashion perspective for the stores.”
The new collection will begin shipping in July for fall retailing and will include jackets constructed from wool, leather and velvet, as well as wool trousers, cashmere sweaters and tops. Jackets will wholesale for $136 to $500, sweaters will range from $80 to $200, wool trousers will sell for $90 to $104 and viscose blended tops will be between $58 and $62. The line will continue to offer four premium denim styles, including skinny, straight and boot-cut styles.
The new expansion is being spearheaded on the design end by Kristopher Enuke, who signed on as the label’s creative director in late October. Enuke founded the Oliver Twist and Oligo Tissew brands and has more than 20 years of design experience.
“He really captured the essence of jeanswear in a true collection,” Bonomo said of Enuke. “That differentiates itself pretty significantly and will be a good fit for many boutiques that may not have a collection business built up.”
The line is available at about 300 stores across the country, but will soon be making an entrance in Japan, as well. Management has signed a distribution agreement with Japan’s Matsuoka, a company founded by former members of Caitac International, which handled Japanese distribution for brands like Seven For All Mankind and Citizens of Humanity.