<\/p>\n
\n\tAndie, the Brooklyn-based direct-to-consumer swimwear brand, on Tuesday will launch Andie Collection for Target, an exclusive, limited-edition collaboration bringing the brand\u2019s style to Target customers.<\/p>\n
\n\tKnown for swimsuits designed for all body types, Andie has done past sell-out collaborations with Demi Moore and Mindy Kaling. The company was founded in 2017 and today does 85 percent of its business in direct-to-consumer, and 15 percent with wholesale accounts.<\/p>\n
\n\t\u201cAt Andie, our mission has always been to create swimwear that women love to wear, combining great design, high-quality materials, and a fit that feels as good as it looks,\u201d said Melanie Travis, founder and chief executive officer of Andie. \u201cThis collaboration with Target allows us to bring that approach to more women than ever, delivering thoughtfully designed swim at an accessible price point.\u201d<\/p>\n
\t\t\t\t\tAndie Collection for Target.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Andie<\/p>\n
\n\tTravis said they worked on the collection for 18 to 24 months. She said Andie and Target collaborated on the design and Andie handled all the production and manufacturing and shipped it to Target warehouses.<\/p>\n
\n\tLaunching this week across all 2,000 Target stores, Target.com and the Target app, the Andie Collection for Target features 49 styles across swim and ready-to-wear. The assortment includes 43 swim styles \u2014 21 of which are e-commerce exclusives \u2014 as well as six cover-ups, with one exclusive to online. Designed with inclusivity in mind, the collection is available in sizes XS to 3XL and offers extended long torso fits. All styles are designed exclusively for this collaboration, and will not overlap with styles sold on Andie.com.<\/p>\n
\t\t\t\t\tAndie Collection for Target.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Andie<\/p>\n
\n\tAt the heart of the collection is the Copacabana One Piece, the hero silhouette inspired by Andie\u2019s bestselling Amalfi, reimagined with updated back detailing and convertible straps for enhanced support and versatility. That\u2019s expected to be the bestseller at Target too.<\/p>\n
\n\t\u201cWe\u2019re thrilled to partner with Andie to bring our guests a collection that beautifully blends thoughtful design, modern style, inclusive sizing and incredible value,\u201d said Gena Fox, senior vice president of apparel and accessories at Target. \u201cThis collaboration reaffirms Target as the destination for swimwear \u2014 offering a mix of owned brands, national brands and new or emerging brands that are quickly becoming cult-favorites like Andie swimwear.\u201d<\/p>\n
\n\tBikini separates start at $32 (or $64 for a full set), one-piece swimsuits are $50, and cover-up dresses are priced at $42. In comparison, the core Andie line retails from $125 to $160.<\/p>\n
\t\t\t\t\tAndie Collection for Target.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Andie<\/p>\n
\n\tIn explaining the impetus behind the collaboration, Travis said Target isn\u2019t their first wholesale account, but is by far the largest. \u201cMany times over. We\u2019ve been testing the waters with wholesale for a few years now, and we work with Nordstrom and R.E.I., and a number of retailers. But being able to go into more doors and be all over the country was a priority of ours. And so when the opportunity came up to partner with Target, it was like a dream. I founded this company out of my living room,\u201d she said.<\/p>\n
\n\tTravis said her mother used to fold the swimsuits and pack them on the Upper West Side. \u201cAnd now we\u2019re going to be in every Target nationwide. It\u2019s really from a personal standpoint, it\u2019s such an incredible milestone in this journey,\u201d she said.<\/p>\n
\n\tFor now, it\u2019s a one-season situation, and Travis would love if it\u2019s successful to become an evergreen collection for Target. <\/p>\n
\n\t\u201cWhat we did was take some of the bestselling silhouettes and styles from the Andie line that women love and adapt them in a way that makes them more accessible and versatile for the Target consumer and the Target price point. And so it\u2019s an exclusive collection. It\u2019s not available on andie.com, or anywhere else,\u201d she said.<\/p>\n
\n\tTravis said that in the past, Andie was known for solids that outsold prints. But that has shifted and prints are now resonating more than solids. \u201cAnd so I think the prints that we developed with Target are really fun and exciting, and I think they\u2019ll do really well.\u201d<\/p>\n
\n\tShe said the Target swimsuits tend to be more supportive and versatile for different body types, so there are slightly wider stripes, and some deep Vs, and there\u2019s a suit that has buttons upfront which can go all the way down for a more sexy look, or buttoned all the way up for more coverage.<\/p>\n
\n\tShe said in designing the swimwear, they made the styles a little simpler than the Andie swimwear, which often has more hardware and more \u201cbells and whistles.\u201d<\/p>\n
\n\t \u201cAnd we sort of stripped it down to more simple silhouettes, which happened to also be some of the silhouettes that resonate widely. It\u2019s also a different fabrication,\u201d she said.<\/p>\n
\t\t\t\t\tAndie Collection for Target.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Andie<\/p>\n
\n\tThe Target swimsuits are in a nylon spandex blend, whereas Andie\u2019s swimsuits are made of recycled nylon, which is sustainable. \u201cIt\u2019s still a high-end, comfortable breathable fabric that we know does really well,\u201d said Travis.<\/p>\n
\n\tTravis called it a true collaboration. \u201cWe had some initial ideas that we brought to the Target team. They would react, we\u2019d talk about what has worked well in the past and what hasn\u2019t.\u201d They would discuss the silhouettes, the prints and the colors. She said they had numerous design sessions on what would reflect the Andie brand but would work well for the Target customer.<\/p>\n
\n\tShe said Andie will have its own section in every Target store. \u201cThis is on a scale that Andie has never seen before,\u201d she said.<\/p>\n
\n\t\u201cWe\u2019ve never produced so many swimsuits. I think it\u2019s over 450,000 units. And you know, it just kept bringing me back to the beginning of Andie, when I wanted to make 400 swimsuits, and the woman at the little boutique manufacturer was like, \u2018Oh honey, 400, you\u2019re never going to sell that.\u2019 And you know, just this year, I\u2019ve already made over a half a million swimsuits.\u201d<\/p>\n
\n\tTravis said they manufactured the Target line in Cambodia, India, Vietnam and China. The hangtag and label will say Andie Collection for Target.<\/p>\n
\t\t\t\t\tAndie Collection for Target.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Andie<\/p>\n
\n\tShe said Andie is a cross-generation brand and makes suits for mothers and their daughters. They previously did a campaign with Demi Moore and her daughters, and they all wore the same swimsuits. She said the styles Travis originally made were styles she wanted to wear. She\u2019s a 40-year-old woman with children, and said Millennial women are really the core demographic. \u201cIt\u2019s young moms who are busy when they\u2019re at the beach. They\u2019re not just laying there. We need suits that fit really well,\u201d said Travis.<\/p>\n
\n\tTravis described the current Andie business as \u201cgreat. We\u2019re nine years old. It\u2019s been a long ride and we\u2019ve seen a lot of ups and downs as the DTC landscape experienced. On the whole, I believe we\u2019re probably the most scaled direct-to-consumer swim brand that there is.\u201d<\/p>\n
\n\tThe brand is privately owned and has 15 employees in Dumbo, Brooklyn. She said at this point of the year, Andie\u2019s business is running 20 percent ahead.<\/p>\n
\n\tWhile Andie is a year-round business, it tends to be seasonal. Their peak swimwear sales take place in April through July. And that\u2019s why Andie bought another brand, Richer Poorer, about a year ago, which makes cotton fleece sweats and Ts. Andie manufactures its own swimwear collection in South America, China and a little bit in India.<\/p>\n
\n\tAs for how the agreement works, Travis said that Target purchased outright all the swimsuits from Andie. \u201cWe get paid to make and distribute the suits to Target. We did the whole production end to end, and then we shipped it to the Target warehouses,\u201d said Travis. Andie found all the manufacturers. \u201cIt\u2019s been a big process and learning curve.\u201d <\/p>\n
\n\t\u201cI remember my supply chain manager showing me videos of the sewing lines, the cartons of swimsuits, everything ready to come to the United States. We made so many swimsuits, and we did it ourselves,\u201d she said, feeling a true sense of pride.<\/p>\n
\n\t\u201cOn Tuesday, I\u2019ll be walking into every Target I can,\u201d said Travis. <\/p>\n
#Demi #Moore #Mindy #Kaling #Favorite #Swimwear #Brand #Andie #Launches #Andie #Collection #Target<\/p>\n","protected":false},"excerpt":{"rendered":"
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