Titan Industries is expanding its reach.
The Huntington Beach, Calif.-based firm will bow a new brand, Cece L’Amour, for spring ’12. Debuting at FFANY this week, the line is being headed by designer Celine Ouaknine, daughter of Titan CEO Joe Ouaknine.
“We are trying to get away from licenses and [start to create] our own brands. They all have a purpose and they all have their own look,” said Joe Ouaknine, who also will launch the Adrienne Maloof for Charles Jourdan collection in October.
In addition, Titan produces licensed footwear for brands such as Badgley Mischka and L.A.M.B., and is a partner in Charles Jourdan. According to Ouaknine, the Cece L’Amour line will play in the same arena as Titan’s former Betsey Johnson product. (That license was purchased by Steve Madden in October 2010.)
The new brand consists of 40 styles and will retail for $125 to $195. It has a feminine aesthetic, including floral prints, satins, bright colors and suedes, featured on heels, wedges, platforms and flats.
“I tried to make [the collection] feminine, fun and fashion conscious,” said Celine Ouaknine, who has been at Titan for seven years and worked on the Bebe , JLo and Harajuku Lovers lines. “I am a big fan of high heels, but I know not every girl can rock [the look], so I tried to be conscious of that and create different [styles].”
Cece L’Amour is targeted to department stores and specialty boutiques, and Ouaknine said she hopes it will be successful across a variety of age ranges and retail accounts.
In the future, the designer plans to take the line in a more casual direction by adding flip-flops and sneakers, but with a playful twist.
“I’d like [consumers] to look to this brand for fun footwear they can always count on to spice up their outfit,” she said. “There is a void in the market for really feminine [shoes].”
Ultimately, the company has high expectations for the launch, despite competing in a crowded market.
“It’s never been a good time to launch. You just have to be different,” said Joe Ouaknine. “I see [the line] being one of our top two or three brands within the first year. The product speaks for itself.”