Adrianna Papell known for its day to special occasion dress apparel is moving into sportswear after 30 years in the business.
The brand has hired Michael Smaldone formally of Talbots, as senior vice president and creative director. Smaldone will oversee the development of the sportswear division, which will have its soft retail launch this fall.
The new sportswear line will be designed to compete with brands such as MICHAEL Michael Kors and T Tahari. Adrianna Papell’s sportswear will have “beautiful shapes, great fabrics and modern silhouettes,” comments Smaldone.
Adrianna Papell is carried worldwide in over 1250-retail location including Lord & Taylor and Blommingdale’s. Chief operating officer Adam Berkman remarked part of the reason for the brands expansion into sportswear was due to Adrianna Papell’s growth internationally stating that stores abroad prefer brands to categories. Adrianna Papell is hoping to see the sportswear division generate $10 million in wholesale business over the next 12 months.
Adrianna Papell has also teamed with the Silverstein Company founded by Scott Silverstein, the former owner of Nina shoes to expand into footwear. Berkman hopes to develop the footwear division into a $25 million to $50 million-dollar business in the next five years.
The Adrianna Papell Group also includes Aidan Mattox and Hailey Logan. www.adriannapapell.com