Womenswear Designer Leona Edmiston Adds Two New Myer (ASX:MYR) Concessions Following Launch of Shanghai Boutique

(Global Fashion Wire) - Following the launch of her first Shanghai boutique in December, Leona Edmiston one of Australia's leading fashion designers, is adding another two new Myer (ASX:MYR) concessions to her network.

The womenswear designer will open concessions in Myer Bondi Junction, Sydney and Myer Chadstone, Melbourne, in the coming months. The brand will then have seven concessions within Myer department stores nationally.

Edmiston, known for her dress designs, launched an international boutique in the Times Square Complex, Shanghai in December 2010.

"We sell the same collection [in Shanghai] as we sell in London," she said. "I adapt my designs from our current collections to suit the climate."

The designer also operates international stores in London and Los Angeles, as well as 18 stores across Australia. During the recent Queensland floods, Edmiston was forced to close her Queensland boutiques for a few days, but said she was unaffected by water damage.

Edmiston launched a tween offer called Miss Leona into Myer stores for spring/summer 2010/11. The collection was an extension of the Little Leona arm, with sizes ranging from eight to 16.

"It has proven really successful so far, with the sales exceeding that of Little Leona in its first season," she said.

Source: Leona Edmiston, Ragtrader

For more information on Leona Edmiston including Store Locations, Collections and Online Boutique, please visit the website at:
http://www.leonaedmiston.com

About Leona Edmiston

One of Australia’s leading fashion designers, Leona Edmiston began in the 1980’s with her first fashion label, Morrissey Edmiston shared with former business partner Peter Morrissey. The Morrissey Edmiston label received significant local and international recognition and dressed a string of celebrity clients including Tom Cruise and Nicole Kidman, Kylie Minogue, Elle Macpherson, Michael Hutchence, Helena Christensen, Harry Connick Jr. and Jon Bon Jovi.

Leona launched her solo label with business partner Jeremy Ducker in 2001 and they formed the present company of Ducker Edmiston Pty Ltd. The label, entitled ‘Leona Edmiston,’ is a tribute to the dress in all its incarnations. A Leona Edmiston Frock is elegant, versatile and ageless.

 

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Leona Edmiston