Anatomie Launches Full Men’s Clothing Collection – WWD

Before sport became a big thing in fashion, Anatomie identified a niche for advanced performance basics. Now 15 years after its launch, the Miami-based women’s brand has quietly forged a $25 million business with comfortable everyday essentials with a direct focus on… to strong consumer and wholesale partners including Neiman Marcus, Ritz Carlton resorts and golf shops including Pebble Beach and Pinehurst.

Today, Anatomie is launching its first menswear collection, featuring 9 pieces with a similar aesthetic, including jackets, jackets, t-shirts, t-shirts, shirts, and potentially pants. Wrinkle-resistant and quick-drying.

Anatomie was founded by Kate Boyer, a Hungarian gymnast and trainer, and her husband, bodybuilder Shawn Boyer, in 2006. Kate Boyer, the chief executive officer, who also holds an MBA about international trade, says the idea for the brand came after she had trouble finding clothes to fit her athletes. Her husband’s business start went the same way – he weighed 240 pounds with a 32 inch waist – when he couldn’t find clothes to fit himself and other burly men. Both men began creating their own clothing: private label collections for exclusive St. Barth for Kate Boyer and custom-made clothes in America for Shawn Boyer. And when they met in 2006, they joined forces.

Shawn Boyer, who taught himself to sew on an old Singer sewing machine he inherited from his grandmother, serves as the brand’s creative director.

In 2015, they brought in Tom Dietrich as chairman and chief executive officer. Dietrich is a veteran of the apparel industry, having worked for Lafayette 148 and Brandon Thomas. The brand also has a number of high-potential investors, including Jill Granoff, former CEO of Vince and Kenneth Cole, and J. David Scheiner, former CEO of Macy’s and Perry Ellis , is on the board of directors of the company.

Dietrich describes Anatomie as “Lululemon meets Prada,” and says that “before sport was popular, we saw a real niche.”

Anatomie male wear.

Products include jackets and pants designed for comfort and efficiency.

When he joined, the brand had about $2.5 million in sales, and this year, that number is expected to be 10 times larger, he said.

Although Anatomie markets itself as a brand aimed at high-end travelers – its tagline is: Designed to fly – it managed to grow sales by 5% last year when travel was virtually nonexistent. exist.

The team attributes its success to the fact that it combines contemporary style and fine materials with a European flair. Much of the collection is made in Europe from fabrics sourced from that continent.

The lightweight collection — six weighing just 2.4 ounces — can be hand washed and dried in five minutes under a blow dryer or in less than two hours naturally.

Kate Boyer said she described the collection as “advanced performance or professional entertainment. We’re really going to move to the ‘professional entertainment’ label, she said. “It is the opposite of fast fashion. It’s durable and built to last.”

With that in mind, Anatomie found her customers were calling for the company to switch to menswear production. And their wishes will be fulfilled today as the collection launches on the brand’s website, its pop-ups in Aspen, Colo., Westport, Conn., and Miami, and select stores as high-class as Stanley Korshak in Dallas.

Although the brand has a strong wholesale distribution system with more than 400 points of sale, 60 to 65% of their business is still direct-to-consumer and includes a pop-up strategy. In addition to Aspen, whose store size has been increased to accommodate the new menswear collection, and others currently open, Anatomie also plans to open a temporary space in Palm Beach, Fla, in this fall.

Anatomie male wear.

The line is marketed as a brand for tourists.

While the women’s line is very extensive, offering pants, tops, coats, vests, dresses and skirts, the initial men’s line will be narrow. There will be three styles of jackets including blazer and jean styles; suit; Long jacket; three styles of pants – row, 5 pocket and jogger pants; V-neck t-shirt, button-down shirt.

The palette will only be black, navy or white, and prices range from $98 for a t-shirt to $398 for a jacket.

“They are design input price points,” says Kate Boyer.

The team had high hopes for the menswear collection with Dietrich predicting it could add 25% or more to profits.

The brand has been experimenting with men’s by offering a five-pocket denim Alessio pair on its website for $225, and Kate Boyer says Anatomie has sold 1,800 pairs since its launch in 2015. 2019, providing evidence that there is a market for the commodity. “Men could easily be a third of the company,” she said. | Anatomie Launches Full Men’s Clothing Collection – WWD

Huynh Nguyen

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