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David Jones Will Help Homebodii Gain Local Exposure
In what first launched with a small distribution via bricks-and-mortar stores on the Gold Coast, Homebodii has been working hard to crack the Australian e-commerce market over the past 5 years.
Australian leisurewear brand Homebodii has now launched in David Jones, and will be the first brand to offer personalisation of garments through the department chain. Homebodii says DJs is a major part of its strategy to break further into the Australian market, which has been somewhat of a challenge for the brand.
While it took some time to gain traction locally, Homebodii has enjoyed rapid success in the US and is stocked by major international e-commerce players including The Iconic, Anthropologie, Revolve Clothing and White Runway where it regularly features on the best seller list.
In 2016, Homebodii featured at New York Fashion Week to launch its Spring/Summer 2017 collection and more recently at one of the world’s biggest music festivals, Coachella, at the Revolve Party. The brand has also gained a bit of a cult celebrity following, linked to US singer Taylor Swift and Victoria’s Secret model Alessandra Ambrosio.
The David Jones collaboration is the brand’s first major online retail partner in Australia. Homebodii’s capsule range, including pieces showcased on the runway at New York Fashion Week from Homebodii’s ‘Lost in Love’ Collection, is now available at David Jones both online at www.davidjones.com.au and in-store at DJs flagship Elizabeth Street store in Sydney, from late April in the lead-up to Mother’s Day.
It’s an exciting move, according to the Gold Coast based retailer. “This is a true pinch-me moment, and something I could never have imagine when I launched the brand in 2011. The brand is really going from strength-to-strength,” says founder Ingrid Bonnor.
Bonnor says she noticed there was a lack of beautiful and luxurious bridal robes in Australia. She saw an opening in the market, and decided to create her own range of bridal sleepwear and loungewear.
In 2011 Bonnor launched Homebodii and introduced its original collection of bridal robes to the market. Homebodii soon became the leader in bridal loungewear, known for its exclusive prints and feminine aesthetic. Fast forward six years, the 35-year-old has turned her brand into an omnichannel global empire, and David Jones will be a major part of its strategy in breaking further into the Australian market.
Endorsed by Cosmo Bride and Style Me Pretty, Homebodii has developed rapidly and as of 2015 includes a wide range of sleepwear and occasional pieces. In addition to its e-commerce platform (which ships internationally) and flagship store on the Gold Coast in Australia, Homebodii can be found at other retailers including The Iconic, White Runway, Revolve Clothing and Anthropologie.