Home / Knowledge / News / Apparel/Garments / Kellwood debuts fashion brand & retail site Mason & Belle
Kellwood debuts fashion brand & retail site Mason & Belle
23
Jul '14
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.
 

Kellwood Company

Must ReadView All

Apparel/Garments | On 24th Mar 2017

Tiruppur garment cluster hopeful of meeting export target

The Tirupur garment cluster is hopeful of meeting its target of...

Apparel/Garments | On 24th Mar 2017

HKTDC hosts seminar on accessing retail market in India

The Hong Kong Trade Development Council (HKTDC) organised a seminar...

Textiles | On 23rd Mar 2017

South Korean Samil Spinning acquires Buhler Quality Yarns

South Korean yarn producer Samil Spinning has acquired US based...

Interviews View All

Rajiv Sirohi
Shara

‘Portugal is taking away a major share of the mill made sector.’

Neel Sawhney
One Friday

‘The share of kidswear segment in the online sector is still small in...

Dinaz Madhukar
DLF Emporio and DLF Promenade

‘Each event and promotion is planned out keeping in mind the business of...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
March 2017

March 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search