From Runway to Windup: Ellery Enters Administration

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By Published On: April 29, 20190 Comments

Another Australian success story is facing a sharp plot-twist, with Ellery filing for liquidation and citing 'poor strategic decisions' in its wake.

Last week Ellery closed its Sydney-based production facility Elleryland after over a decade of manufacturing and exporting from Australia. In mid-April it closed its Sydney stores and made 22 staff redundant.

“I am very proud to have built an independent, globally recognised fashion house from my home, Australia. It has not been without its challenges, which we had always managed to overcome, however unfortunately, running the production out of Australia proved to be commercially unsustainable,” said Kym Ellery Founder and Creative Director. “As a result of some poor strategic decisions that were made, and the high cost of manufacturing in Australia, we have been left with no choice but to close Elleryland, our production facility and Australian operations company.”

Ellery and fellow director, father Bruce Ellery, appointed Bentleys Corporate Recovery to liquidate Ellery Land. Last Friday the liquidators filed a notice to wind up the company with the Australian Securities and Investments Commission (ASIC).

Its website currently has a banner reading ‘Online Boutique Back Soon’. The company is reportedly in the process of appointing a new global distributor to consolidate production.

Ellery was founded in Australia in 2007, debuted at Paris Fashion week in 2015 and has been stocked in Galeries Lafayette, Harrolds and NET-A-PORTER. Despite the impression of reaching the pinnacle of success, Ellery has not been able to escape the fate of so many Australian brands before it, including icon Roger David which announced it was entering voluntary administration in October last year, Metalicus, which entered voluntary administration in May 2018 as well as Napoleon and its public battle just last month year.

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