Yahoo Lifestyle Brand Assembly Sees Lots of Writing Action and Trendy and Eclectic Merchandise
There was lots of action at Brand Assembly, the trade show featuring contemporary, accessories, beauty and wellness taking place at 548 West 22nd Street in New York.
Exhibitors served up an eclectic mix of preppy tennis and pickleball sweaters, skiwear, baseball caps, retro T-shirts, candles, beauty products, leather jackets, handbags, jewelry and tie-belted jeans at the three-day show, which ended Wednesday.
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The show, which spanned four floors, featured 225 exhibitors, including big brand names such as Faherty and LoveShackFancy.
“Yesterday was absolutely amazing. We had a lot of majors,” said Hillary France, founder of Brand Assembly, on Tuesday. In September, the show took over four floors, and did that again this time around. One area of the show that was getting a lot of attention was Parks and Recreation on the first floor, which blends lifestyle dressing with sports apparel for tennis and ski.
Brand Assembly shows in New York twice a year, and in Los Angeles four times a year.
“It’s super community-centered and close-knit,” said France about Brand Assembly. “Representatives can talk and help each other.”
This season, Brand Assembly assembled a group of Uruguayan brands, offering sweaters and leathers.
Gritty Habits, a hat company, was showing its merchandise on the first floor. “It’s all about empowering women to embrace their grit in the outdoors,” said Heidi Thompson, owner. The company is based in the Pacific Northwest, and donates a portion of every purchase to SheJumps, a nonprofit dedicated to educating and equipping women and girls in outdoor activities. The company designs a five-paneled flat rim hat ($42), bucket hat ($45) and beanies ($36).
It’s the first time Gritty Habits has shown at Brand Assembly. “I’ll be happy if I get a few new relationships out of it,” said Thompson, who founded the company seven months ago. All the hats are made in China.
She said she was eager to expand beyond the Pacific Northwest region.
Another interesting vendor was Alivia, a social-impact womenswear brand whose prints are created by people with disabilities. The company, founded by Jovana Mullins, pays the artists and 10 percent goes back to their art therapy program. Alivia launched online in 2020 and in 2021 started wholesaling its clothing. Today it sells at more than 150 boutiques across the U.S.
The company, which is based in North Stamford, Conn., has showrooms in Atlanta and Dallas. It manufactures dresses, sweaters and pajamas. A bestseller is the Lori dress, which was hand-painted by an artist with Down Syndrome. A percentage of the item goes to Gigi’s Playhouse NYC, where the artist attends art therapy.
Every hangtag on the garment has a photograph of the artist and a QR code where the customer can learn about the artist. “We’re trying to bring awareness to people of disabilities and their talent,” said Mullins.
Lola Denim was showing its collection of sustainable denim. All of the denim is made in Turkey and the collection retails from $60 to $150. The number-one-selling style has big front pockets, retailing for $60. Another top seller is a tie-waist jean. Pinstripes also do very well and the barrel jean has been selling.
David Abissidan, founder of Lola Jeans, said he was happy with the show. “I think it’s a better show [than others in town]. It costs a fraction of Coterie and there are more serious people. If somebody comes into your booth, they’ll write,” he said.
Gre/Ven was relaunching its upgraded collection at Brand Assembly. “It’s going super well. We’re relaunching new production in Italy,” said Sasha Troshchynska, head stylist for the brand who was helping out selling. Under new designer Ilana Kugel, the brand is working with 100 percent cashmere and real leather. “We have a lot of appointments and a lot of growth happening,” said Troshchynska.
She said they were doing well with their leather coats, in burgundy and black and cream, as well as a jacket with a cinched waist that can be a bomber or a cinched jacket. They were also selling their ponte pant, which looks formal but feels like leggings. They were wholesaling for $128.
Stoney Clover Lane was having a good show, and was doing particularly well with jellies for travel. They came in mini, small and large pouch sizes and retail from $58 to $78, said Biana Ubeda, wholesale account manager. The brand has also introduced a wovens group of raffia bags that are coming out in May. They wholesale from $88 up to $278 for the duffel.
Solid & Striped said they were having a good show and doing well with sets and viscose knit dresses. “Lots of oranges, blues and browns are selling,” said Sarah Moss, account manager. She said they had been busy at their booth, and Meghan Davis, sales manager, said they saw a lot of regional stores from the tristate area, as well as Southern and Northwest Pacific boutiques.
Kasey Widmyer and her mother Marie Widmyer were shopping Brand Assembly for their four stores called Marmalade in Savannah, Ga.; Coeur d’Alene, Idaho; Spokane, Wash., and Brooklyn, N.Y.
Kasey Widmyer said they were searching for accessories. “We like to explore every chance we get and like to have a concentrated spot,” she said. Marie Widmyer said she was searching for brands that can appeal to both mothers and daughters.
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