Collapsed apparel business to be relaunched
The women’s apparel business, which fell into administration in January and was purchased for a non-material sum by SFG in March, will be available in 175 of 330 Millers stores in Australia and New Zealand from April 23 and online from April 20.
The move represents one of the first steps SFG’s new chief executive Daniel Bracken has taken at the helm as he looks to double down on the company’s plus-size credentials to turn-around the group’s stable of legacy brands, including Millers, Katies and Autograph.
There are a few changes: Maggie T’s original size range of 12-24 has been expanded to 8-26 to reflect Millers’ customer profile, while prices will start at $39 for three-quarter sleeve tops and go to $99 for a long line jacket.
Millers group general manager Jason Fahey said the inclusion of the brand will satisfy demand for affordable designer clothing.
“Millers customers deserve to be spoiled as our Research tells us they prioritise family, from grand kids to kids to elderly parents ahead of themselves.
“At the heart of the Maggie T collection is Simplicity, Beauty and Classic Style. All items are in premium quality fabrics and the prints are beautiful,” he said.
“We’re proud to say, these designs are for mature women who want to be excited about their purchases and deserve to feel special about wearing a designer brand without breaking the budget.”
A new collection has been designed to accompany the launch, described by Maggie T’s buying creative director, Christine Posa, as suited to real life.
“The launch collection has designs for real life – for meeting friends for a coffee, hosting the family BBQ, organising the holiday wardrobe and for that special lunch or dinner,” he said.
The new collection combines emerald and fuchsia colour pallets with leopard and floral prints, among others.
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