Shabby Chic to launch clothing range
Lifestyle company expands into the clothing industry
Home decor expert Rachel Ashwell, founder of Shabby Chic lifestyle, is entering the apparel business alongside
her daughter, Lily Ashwell.
The recent Central Saint Martins
grad, who was raised in Malibu, Calif., is launching a line called Lily
Ashwell for Shabby Chic as part of her mother’s licensing business.
Ashwell has also written seven books and is developing
the Prairie into a retreat complete with its own line of branded
merchandise. She is building a Web presence via the home entertaining
site Cocodot.com, which launched its content
last week.
Ashwell created her Shabby Chic empire 22 years ago, which she linked with Target in 2004 for a line
called Simply Shabby Chic. In 2009, she inked a deal with Los
Angeles-based licensing company Brand Sense Partners to seek new
partnerships and expand. Brand Sense developed a line called Treasures
by Shabby Chic, which encompasses a full range sold on QVC, as well as a
stationery and craft line for Michaels and a quilting line with
distribution in independent stores nationwide. Separate from the Rachel
Ashwell Shabby Chic Couture brand, the company licensed the Shabby Chic
name to furniture maker Miles Talbot with national distribution in 100
stores.
The
goal is for the line to be sold at wholesale to national chains and
boutiques come spring. There will also be a place for it at Rachel
Ashwell Shabby Chic Couture stores and possibly on Cocodot.com.
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