Elsewhere is perhaps the most outspoken and daring women’s brand of the moment. Not only in style, but also in way of working. The label does everything in-house. Also remarkable is the regular customer base with fans who eagerly look forward to every new collection. “The basis is indeed excellent”, owner Matthew Thoonen smiles. “That’s why now is the time to push our boundaries.”
Unique location and showroom
The drive to the stately Betuwe farmstead, beautifully situated on the Waal and the floodplains, alone is worth the effort. This is the creative heart of Elsewhere. Here, designer Anne Habers works with her team of pattern designers and seamstresses to develop her surprising collections. The advantage of having everything in one place is the fast switching: from design to garment can be done here within a few days. Other brands can easily do this for weeks. The tastefully decorated showroom, where customers are received with all respect, is also located in the building. All in all a very inspiring and creative place.
Elsewhere was founded in 2003. The formula was: design unique clothing, collect orders in advance and then produce and deliver them. “That’s how it went for almost twenty years,” says Matthew. “Elsewhere was a steady business with a permanent following and sales outlets in the Netherlands, Germany, Belgium, Ireland and Austria. I myself worked for years at a fashion company that produced for other brands before I took over Elsewhere. Corona gave us the push to sit down for it. The sale was completed in June last year.”
Elsewhere’s growth ambition
The plan was to roll out Elsewhere in several countries as soon as possible and to develop online activities. “We used the lockdown period to set up an international webshop,” says Matthew. “It went live in January and has been going well from the start. It helps, of course, that Elsewhere is already a well-known name. Furthermore, the number of points of sale is slowly but surely increasing. We had one hundred and twenty points of sale, we are now at about two hundred and we hope to get to three hundred in a year’s time. Elsewhere is now also sold in America, Norway, France and Switzerland. We are very actively looking for new agents, especially in Scandinavia, Eastern Europe and Russia. We think our outspoken designs come into their own there and see that there is a lot of demand for them.”
Elsewhere releases an average of two collections per year, an SS and a FW collection. “Since last year we also have two small interim collections,” says Matthew. “The large collections are delivered at several times. The advantage is that this means that our customers have more change in the store and that they do not have to invest everything at once.”
Other new developments are the broadening of the target group and the addition of a larger size. “Our clothing is highly sought after by middle-aged women with bold taste. We think that Elsewhere is now also appealing to their daughters… That’s what we’re going to focus on. And as for the sizing, it already ran from S to XXL. But in the new collections we add an XXXL, if the designs and materials allow it. Our clothes look just as beautiful on a slim as on a full woman.”
Source: fashionunited.nl by fashionunited.nl.
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