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Oilily is known for its children’s line, however the women’s fashion, including accessories, accounts for 50% of the business. The new fragrances and accessories collection, named Voyage (pictured, bottom), comprises an 18-strong line-up of fashion items available in travel retail |
THE NETHERLANDS. Dutch fashion brand Oilily is making a big push into the travel retail market this year with its women’s beauty and accessories lines.
Oilily is particularly well known as a colourful, high-end childrenswear brand, but the company’s focus for 2005 is the women’s fashion and accessories business, which was launched in 1986 and accounts for 50% of turnover. The drive into travel retail is being spearheaded by Colorful Licenses, the licensee for Oilily Beauty and accessories.
“The main focus for Oilily in 2005 is to strengthen the brand’s position in the women’s market,” said Colorful Licenses President Cees Homburg. “Oilily is known for its children’s line, however the women’s fashion (including accessories) actually accounts for 50% of the business. The new season’s collection is more stylish and sophisticated than any previous collection, and the latest accessories and fragrance from Colorful Licenses follow this trend,” he said.
Colorful Licenses is looking to expand its business into airlines, cruiselines and airports, and as new markets open up, all new opportunities for travel retail will be considered.
The new fragrances and accessories collection, named Voyage, is described as “all about taking you on a journey” and features holiday items with travel retail-friendly packaging. It comprises an 18-strong line-up of fashion items, such as pareos and bandanas, as well as a range of handbags, travel bags and purses, all available to travel retail. About to undergo a worldwide launch, the Voyage collection will be available in three colourways and the plan is to relaunch the line each year, complete with a fresh inspiration and pattern.
The Voyage range was presented at a distributor event held in the Netherlands in early February. It is supported by new merchandising units, POS material, samples and GWPs.
In addition to the new beauty and accessories collection, Colorful Licenses is also looking to expand its distribution network during 2005. New markets opening this year include Russia and Turkey.
“It is the company’s goal to expand its business across all markets by 25% this year,” said Homburg.
As well as the Netherlands, Oilily has stores across Europe, the US and Japan. The brand is available in 45 markets worldwide.
OLLY’S BV/OILILY COMPANY PROFILE
THE STORY BEHIND OILILY
In 1963, Willem GQ Olsthoorn founded the company in Alkmaar, the Netherlands. The company’s name – Olly’s BV – may seem somewhat strange at first. However it was derived from the nickname Mr Olsthoorn had at school: Ollie. OLLY was originally also used as the company’s brand name, until it was discovered that a company in Switzerland was using a similar name. In the early 70s, the decision was made to add two capital “˜I’s to the word, creating the brand name OILILY.
Oilily’s clearly identifiable look was created several years earlier. In 1966, Marieke Olsthoorn-Roosen, the wife of the founder, became the company’s Creative Manager. She developed Oilily’s distinctive signature features. She found her inspiration in traditional costumes from various countries, including the bright colours of the Dutch tradition as well as the exuberant colours of Indian saris and Korean bridal robes.
Oilily was originally a response to the monotonous children’s clothing then dominating the market. The introduction of the Oilily collections at the European shows started a revolution in the realm of children’s clothing. The collections were received with scepticism by the critics. The consumers, in contrast, were very enthusiastic.
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ABOUT COLORFUL LICENSES Colorful Licenses was established 15 years ago as the Oilily licensee for fragrances and accessories. The Oilily fashion house, with a 25% ownership of Colorful Licenses, has strong links with its licensee. The other 75% belongs to the creators of the Oilily brand and Cees Homburg, President of Colorful Licenses. Oilily fragrances are present in major markets such as the US, France, Benelux, South Korea, Russia, the Middle East and Australia | ||
THE COMPANY BEHIND OILILY
Over the years, the company has expanded. Olly’s BV now consists of:
• The main office in Alkmaar, Netherlands, which employs about 200 people who are responsible for design, sales and marketing, visual communications, production and sourcing, and administration.
• Sales offices in all the major European countries (20 employees). The Oilily collections are sold in 45 countries across the globe.
• Retail Europe with 20 Exclusive Oilily Stores (EOS) and four outlet stores, Retail USA with 40 EOS and Retail Japan with 12 EOS. A total of 350 people are employed by these retail operations.
• Production companies in various countries.
The heart of the company is the design department, where all clothing designs, materials, prints, embroidery, etc, are designed. In addition, a separate department is involved with the products created under licence, including eyewear and sunglasses, cosmetics, fragrances, stationery, bags and watches.
THE OILILY CONCEPT
Oilily designs and creates collections for babies, children and women incorporating the central concepts of colour, quality, creativity, comfort, practicality, good taste, contemporary feel and humour. Oilily has created a strong brand image, which is extended into every area of the company. Hypes and fleeting fashion trends have little effect on the collections, says the firm.
Besides clothing and accessories, all visual materials are in line with the Oilily concept. All POS material, including the store interiors, are developed in-house, or under their supervision. Olly’s has acquired design awards for its work such as the Exclusive Oilily Stores interior concept, including the Dutch Design Prize (1990), the Grand Seigneur, Design-Innovationen (1996) and the prestigious International Retailer of the Year Award in the USA (1999).
SALES AND DISTRIBUTION
All Oilily collections are sold through agents in various countries, or with the aid of large distribution organisations. In countries where there are no designated agents or distributors, sales are controlled from the main office. Much of the Oilily collection is sold through the Exclusive Oilily Stores, the Oilily Shops and Oilily Shop-in-shops. The exclusive store concept is managed and supervised by Olly’s BV. The Exclusive Oilily Stores (about 70) are either completely owned by the firm, or are franchises.
Exclusive Oilily Stores can be found in Amsterdam, Antwerp, Paris, Cologne, Barcelona, Madrid, London, Beverly Hills, Chicago, New York, Beirut, Hong Kong, Milan, Tokyo and Singapore. Oilily Shops are stores that sell a specific part of the collection, and Oilily Shop-in-shops consist of special sections in department stores and boutiques.
Oilily clothing is sold in 45 countries and 2,600 points of sale. To meet the needs of the retail sector and to ensure balanced, new stocks in the stores, Oilily delivers its clothing in 10 co-ordinated, retail-driven, partial shipments. The objective is to ensure that the clothing on offer matches the consumers’ needs and the various concepts are done justice.
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Oilily carries watches for children, teenagers and women. The Watch It line is aimed at girls (from seven years) who have just learned to read a watch |
LICENCES
Oilily Cosmetics & Fragrances
In 1989, Oilily introduced its own Eau de Parfum. The perfume was developed for and by children between the ages of six and 15. The packaging was revamped in 1999; the formula of the scent has not changed. In 1995, two lines for teenagers (aged 15-20 years) were added. Orange Stripes is a fresh, casual scent, while Blue Crystal is more romantic. In addition to perfume, Oilily carries a wide range of body-care products. Following Orange Stripes and the Blue Crystal, the firm introduced Spanish Rose and Papillon. This line is targeted at young teenage girls.
In 2004 Oilily celebrated the 15th anniversary of its Oilily Classic Cosmetics line. Oilily then introduced a care line, called Oilily Essential, and an Oilily colour cosmetics line, called Oilily Blossom. Oilily Essentials and Oilily Blossom are targeted at young female adolescents but can be used by all age groups. To accompany the successful cosmetics bags collection, a fresh fragrance line was launched inspired by the bags line, called Voyage.
Oilily Watch Collection
Oilily carries watches for children, teenagers and women. The Watch It line is aimed at girls (from seven years) who have just learned to read a watch. For teenagers from 12 years up, there is the Lovily series with a hologram face. In the Fiori line (for women from 18-35) the watch is mainly an accessory to match mood and outfit, with interchangeable rings.
The Oilily Ladies Watch Collection was developed for the more classic women of 25 years and over. The rings and watchbands are interchangeable. All watches have colourful and detailed decorations on watch and/or watch band. One watch comes with three straps and three bezels that are easy to change by the consumer. This allows our clients to match the watch to their outfit.
Oilily is constantly introducing new watches aimed at teenagers. They used to be targeted at younger children but Oilily discovered that they where also bought by teenagers and young women. A new collection with the Circus theme was introduced in April/March 2004 and a new collection of women’s watches will be launched in 2005.
Sales and distribution – beauty products
The Oilily Cosmetics and Fragrances collections are sold under licence by 2,000 exclusive perfumeries. The cosmetics items are also available worldwide at Oilily points of sale. The watches are available at Oilily clothing retailers, as well as through jewellery stores in the Netherlands, Belgium and Japan. The stationery is distributed in Europe under licence and sold at 500 points of sale, including department stores, bookstores and speciality supply stores.
