By Allison Watkinson
TLL Reporter
The brand extension agency Asembl has secured a direct-to-retail licensing partnership for Ellie Whittaker with the Australian fashion retailer, Best&Less.
The partnership with Best&Less will see Ellie Whittaker’s signature designs ranged across apparel and accessory categories for the affordable fashion retailer. Best&Less currently operates more than 180 physical stores across Australia, in addition to an online retail website.
“We are beyond thrilled to secure this direct-to-retail partnership for Ellie Whittaker with Best&Less, kicking off with a fabulous Summer 22/23 collection which is now in-stores and online,” said Justin Watson, Managing Director at Asembl. “Testament to Best&Less’ strong commitment to Australian designers, Ellie’s first Summer 22/23 collection for the retailer features a range of bold and bright prints across a range of exciting styles from apparel to accessories for the whole family.
“With her unique take on patterns full of wonder, colour and whimsy, Ellie is Australia’s next generation pioneer of iconic Aussie prints and design,” Watson added.
The first product range features six prints – Native Birds, Animal Instinct, Seascape, Beach Shack, Weekend Palms and Gumdrops, each connected with a memory from Ellie’s childhood and inspired by her home in the coastal state of Queensland, Australia.
The licensed product line will include shirts, dresses, swimwear, accessories, sleepwear and underwear. The fabrics used in the collection include 100% cotton tees, 100% viscose dresses and shirts, and children’s swimwear with a UPF 50+ rating for sun protection.
Asembl and Best&Less are supporting the licensing partnership with a fully-integrated marketing campaign that includes advertising, in-store initiatives, publicity and influencer-based campaigns.
Asembl is a research-driven brand extension agency that works with global brand owners, retailers and manufacturers to bring new licensed product and services to market. Asembl is part of the Merchantwise Group and is headquartered in Melbourne, Australia.