Kellwood Company, a leading apparel manufacturer, announced a new strategic distribution channel with the launch of Mason & Belle, a country-inspired fashion brand and retail website slated to go live in August, 2014.
“Through detailed online research and community outreach, we identified a consumer base that was not being spoken to and created a destination uniquely hers. Mason & Belle is 100% digital, and is an online venue that communicates directly with a customer who identifies herself with country tastes, tones and values”
Mason & Belle is designed to appeal to a country girl’s point of view, combining on-trend fashion with down-to-earth attitude, and is the first in a series of anticipated moves by Kellwood to reach niche consumer segments. Mason & Belle is operated at Kellwood Western Region, the Company’s largest operational unit, headquartered in City of Industry, CA.
Kellwood Company has positioned itself as a unique platform for brand and private label growth through its internal design development and production expertise, e-commerce, digital direct-to-consumer marketing and communication capabilities. This new channel offering gives Kellwood the means to connect directly with a consumer segment from brand conception to product delivery.
Strongly visual, Mason & Belle was conceived, developed and will be managed by the in-house e-commerce team led by Kellwood Vice President of E-Commerce, Elton Graham, a key early executive of the pioneering e-tail shop Nasty Gal.
“Through detailed online research and community outreach, we identified a consumer base that was not being spoken to and created a destination uniquely hers. Mason & Belle is 100% digital, and is an online venue that communicates directly with a customer who identifies herself with country tastes, tones and values,” said Graham. The consumer will be able to shop a full assortment of clothing from day to night, top to bottom within main categories, such as dresses, tops, denim shorts, bottoms and outerwear.
“We are solidifying Kellwood’s position as the relevant, strategic, and executional platform that positions our brands to achieve global growth – driving Kellwood’s unbeatable fast-fashion capabilities in juniors, and developing and growing the modern missy and contemporary businesses,” said Kellwood CEO Lynn Shanahan. In addition to Mason & Belle, Shanahan has made other recent strategic moves, adding to Kellwood’s contemporary platform with Sam Edelman Apparel, launching at retail August, 2014. The new partnership of Sam Edelman and Kellwood marks the significant venture into apparel for the award-winning shoe designer, and creates an opportunity for Sam Edelman to become a lifestyle brand.