Long Tall Sally launches first ever in-house label

By

Sandra Halliday

Published
Oct 18, 2016

UK-based fashion retailer Long Tall sally, which targets women of 5ft 8ins and over, has added its first ever in-house label to its offer. The move comes as it seeks to reach out to a wider customer base following its buyout by Germany’s TriStyle in August.

‘Curatd by Long Tall Sally’ is a 22-piece catwalk trend-inspired capsule collection that CEO Andrew Shapin said offers “another dimension” to the brand.

A Long Tall Sally spokeswoman told Fashion Network that the retailer decided to add the new label because “our customer can be anyone from 17 to 70” and this launch allows it to “offer a different element to a younger-trend-inspired customer.”

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It has been launched in the brand’s larger stores in the UK and US and is available online in the UK, US, Canada and Germany. Currently, around 70% of the  Long Tall Sally brand’s sales are online.

The new collection targets a contemporary 25-35-year-old woman with pieces such as an oversized shearling-lined black suede aviator jacket at £275/ $495, a maxi playsuit dress (£85/$149) and tuxedo suit jacket (£100/$175) and trousers (£70/$125).

The company is putting PR backing behind the launch, which has so far generated interest from influencers including models Joan Smalls, Lily Donaldson and Karlie Kloss, as well as the Man Repeller blog.

Long Tall Sally is also supporting the launch through social media channels, including Instagram and Twitter.

The company was acquired from Amery Capital by TriStyle Mode GmbH, backed by Equistone Partners Europe, in late August in a deal valued at around £30m.

TriStyle was itself acquired by Equistone last year, and the business had been actively looking for other synergistic opportunities that could benefit from its strong operating, sourcing and financial stability.