 | Sales success: Oilily’s Winter Garden Weekender bag has external pockets |
NETHERLANDS. Dutch licensee Colorful Licenses has seen a significant uplift in sales of bags and accessories for premium Dutch brand Oilily.
The current Oilily collection, Winter Garden, is listed in several locations with Gebr Heinemann and recent in-store promotions have helped drive sales.
The company is also gearing up for the TFWA World Exhibition, where it will be presenting a sneak preview of the forthcoming Summer Garden collection.
Colorful LIcenses is focusing its attention on building the presence of Oilily accessories in key European, Middle East and Asian airport locations.
“Oilily is a very well-known brand in these regions,” explained Colorful Licenses President Cees Homburg. “Travel retail is a very important market for us going forward and we are interested in developing special areas with key retailers for the bags and accessories collection.”
Rich tones of reds, browns and purples are the key colours of the accessories palette this season in the new collection designed by Colorful Licenses.
The Winter Garden collection features some of the most popular handbag styles and designs, as well as several new exciting designs not seen in the accessories collections before.
In addition, design finishes include high quality touches, such as elegant steel logos, reinforced panels with embossed patches on the base for additional protection, and an improved fabric weave.
Popular designs, such as the Weekender, Shopper and Handbag, are given design twists. The large weekender has two large external pockets and an adjustable shoulder strap, which is also detachable. The handles of the Weekender bag have been lengthened to make carrying the bag on the shoulder more comfortable. This design tweak has also been introduced to the other designs, such as the new Carry All handbag, Shopper and City bags.
 | Playful: Winter Garden shoulder bag |
“This is our most stunning collection to date,” enthused Colorful Licenses Senior Product Manager Ronald Schippers. “The new fabric is very elegant yet playful and brings an additional sophistication to the accessories range.
“We carried out some research and asked our customers for new ideas and feedback, and as a result we have introduced many new features that we know the consumers will love. Little details such as stronger, yet stylish fastenings and removable integral mirrors are important and we know that women want shoulder straps that are longer and can be used over a coat, for example.”
A key feature of the new office bag is the integral laptop compartment inside. It also has an opening at the back so that the bag can be placed over the handles of a suitcase on business trips.
The Winter Garden Collection also includes wallets, cosmetics bags, beauty cases and umbrellas.
MORE STORIES ON OILILY
Colorful Licenses names ACG Trading US duty free distributor for Oilily, Betsey Johnson – 07/08/
Oilily boosts bag and beauty ranges – 04/04/06
Brand Showcase: Oilily beauty and accessories to take Voyage into travel retail – 04/03/05
