Swedish Hasbeens Sees Strong Growth

Swedish Hasbeens has been busy building up its business with expanded distribution and a new diffusion line.

Bloomingdale’s picked up the brand for its e-commerce site for fall ’12, and the label will also jump from Madewell’s e-commerce site to its brick-and-mortar stores, with three exclusive styles in July.

Sales have been growing for the Stockholm-based company, according to U.S. manager Brian Johnson. “We’ve really been focusing on our key accounts,” he said. “For example, we just doubled sales with Amazon.com from last season. At Madewell.com, we tripled sales over the past year.”

Johnson added that the label is looking to break into new markets. To that end, for spring ’13 Swedish Hasbeens will launch a women’s diffusion line, Debutante, at FFANY next week. The three low-wedge leather clog styles will cost $100, down from the main line’s $150 to $450 range.

“[Debutante targets] a younger demographic, including college students from 18- to 23-year-olds who love our brand,” he said. “At the $100 price point, we can reach the younger crowd. It’s a fashion crowd, and that’s a really important market for our brand.

“We’re extremely curious to see the feedback [at FFANY and Platform],” Johnson added, “and hopefully we can build on that momentum.”

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