Troubled fashion brand debuts online

Screen Shot 2015-02-23 at 10.28.11 amFashion brand emerges from voluntary administration and is making its first foray into e-commerce.

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SES parent company, Alexandria Imex, formerly known as Grace Fashion, has launched the fashion chain’s first online store less than a year after the retailer collapsed.

Grace Fashion was placed in administration in April 2014, with Stewart Free, Bradd Morelli, and Sule Arnautovic of Jirsch Sutherland appointed as voluntary administrators.

SES Fashions was founded by husband and wife, Steve and Helen Ma, and specialises in women’s fashion and accessories.

At the time of its collapse the value conscious clothing chain operated around 45 retail stores nationwide and was understood to have debts of around $12 million.

Administrators cited volatile trading conditions and pressure from suppliers as the contributing factors behind its demise.

SES Fashions told Inside Retail PREMIUM there are now 25 stores trading, with around 20 stores closed during the administration process.

Stores are located in Queensland, NSW, Western Australia, and the ACT.

SES Fashions’ online store stocks a limited selection of product compared to instore and pricepoints range from around $13 to $36 for tops, bottoms, and dresses, putting its offering in line with fellow fast fashion retailers such as Temt, Valleygirl, and Supre, and international retailer, Forever 21.


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