28 Jul '16, 10pm

Theory is treating its new handbag line like a direct-to-consumer startup operating within a bigger entity:

NEW YORK, United States — Theory chief executive Andrew Rosen sits on a couch in his showroom, holding the label’s “T-Bar” handbag in his lap. The oblong shoulder bag, rendered in smooth calf leather, features an elegantly topstitched “T” across the body. That detail is incorporated into several of the styles that comprise the first delivery of Theory’s first full-fledged handbag collection, which goes on sale this August in Theory stores and on Theory.com. While approximately 50 percent of the Fast Retailing-owned company’s global revenue comes from wholesale partners, and 70 percent of its US revenue is generated by wholesale, Rosen has adopted a different strategy for the launch of Theory’s new accessories: a focus on direct-to-consumer distribution. “As we continue to build our direct-to-consumer platform, not only in the US but around the world, we need to add to the ...

Full article: https://www.businessoffashion.com/articles/intelligence/t...

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