Quay founders launch lingerie brand
Dream Bandits brings bodywear and daywear to the $12 billion Australian lingerie category, creating its own niche within the market – one which has already seen a positive response in the US.
“We’re all about not following global fashion trends, but being a trendsetter,” Dream Bandits global brand director Thu Nguyen told Inside Retail Weekly.
“We are disrupting the apparel category that hasn’t been tapped into, which is bodywear and ‘lingerie to be seen’. It’s blurring the lines between lingerie and apparel.”
Plans are under way for the brand to be sold through a wholesale model in the US, UK, and Europe, but in Australia and New Zealand the brand will be focusing more heavily on a direct-to-consumer model.
This will be achieved through a focus on its e-commerce channel, which Nguyen expects will make up around 40 per cent of the brand’s sales.
That isn’t to say that Dream Bandits will be found only online, as the team plans to open 10 to 15 stores across the West Coast of the US, Hong Kong and Australia in the next four years.
Additionally, the brand is in talks to enter the Chinese market through a franchising or concession model.
“The majority of our product assortment will be bodywear and bodysuits as an outfit solution to our [customer]. Instead of going to the lingerie department where she’ll pick up the bodysuit, it will be merchandised as apparel and will be worn as ready-to-wear,” Nguyen said.
“[It’s for] the girl who wants to wear sexy lace bodysuits with denim jeans, or the older girl who wants to wear one of our jersey bodysuits.”
After 20 years of running Quay, Dream Bandits co-founder Linda Hammond
said the business will be implementing some of the all-important brand insights it has picked up along the way.
“We learned that the consumer, at the end of the day, is the most important thing to the brand,” Hammond said.
“We’ve always gone with and listened to what the consumer wants, and I think that’s important. A lot of big designers miss that.”
Additional reporting by Dean Blake