Anatomie launches full collection of men’s clothing – WWD

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Before athleisure became fashionable, Anatomie had identified a niche for high performance basics. Now, 15 years after its launch, the Miami-based women’s brand has quietly created a $ 25 million business of comfortable everyday essentials with a direct consumer focus and strong wholesale partners that include Neiman Marcus. , Ritz Carlton resorts, and professional golf stores including Pebble. Beach and Pinehurst.

Today, Anatomy is launching its first men’s clothing collection, a nine-piece capsule with a similar aesthetic that includes jackets, blazers, T-shirts, button-down shirts, and wrinkle-resistant and quick-drying pants.

Anatomy was founded in 2006 by Kate Boyer, a Hungarian gymnast and trainer, and her husband, bodybuilder Shawn Boyer, in 2006. Kate Boyer, CEO, who also has an MBA in international business, said the idea of ​​creating a brand came to him after struggling to find suitable clothing for his athletes. Similar to her husband’s start in the business – he weighed 240 pounds with a 32-inch waist – when he couldn’t find clothes for himself and other athletic men. The two began to create clothes separately: private label collections for exclusive resorts in St. Barts for Kate Boyer and custom clothing in the United States for Shawn Boyer. And when they met in 2006, they joined forces.

Shawn Boyer, who learned to sew on an old Singer sewing machine inherited from his grandmother, is the brand’s creative director.

In 2015, they joined Tom Dietrich as President and Chief Operating Officer. Dietrich is an apparel industry veteran who has worked for Lafayette 148 and Brandon Thomas. The brand also has big power clients turned investors, including Jill Granoff, former CEO of Vince and Kenneth Cole, and J. David Scheiner, a former Macy’s executive and Perry Ellis, sits on the company’s board of directors.

Dietrich described Anatomy as “Lululemon meets Prada” and said that “before sport recreation became mainstream we saw a real niche in the market”.

The offer includes jackets and pants designed for comfort and performance.

When he joined the brand, the brand had a turnover of around $ 2.5 million, and this year that figure is expected to be 10 times that much, he said.

Even though Anatomie bills itself as a brand aimed at high-end travelers – its tagline is: Designed to Fly – it still managed to increase sales by 5% last year when travel was almost non-existent.

The team attributed its success to the fact that it combines functionality and noble materials in contemporary styles with a European touch. The majority of the collection is made in Europe from fabrics sourced from this continent.

The collection is lightweight – six pieces weigh just 2.4 ounces – can be hand washed and dried in five minutes under a hair dryer, or under two hours of course.

Kate Boyer described the collection as “high performance clothing or professional leisure. We’re actually going to do the “professional recreation” trademark, ”she said. “It’s the opposite of fast fashion. It is durable and built to last.

With that as a backdrop, Anatomy found its customers demanding that the company go into men’s clothing. And their wishes will be granted today when the collection launches on the brand’s website, its pop-ups in Aspen, Colorado, Westport, Connecticut and Miami, and select high-end stores such as Stanley Korshak in Dallas.

Although the brand has a strong wholesale distribution with over 400 outlets, 60-65% of its business is still direct to the consumer and includes a pop-up strategy. In addition to Aspen, whose store size has been increased to accommodate the new men’s collection, and the others currently open, Anatomy also plans to open a temporary space in Palm Beach, Florida this fall.

Men's anatomy clothing.

The line is marketed as a brand for travelers.

Although the women’s line is extensive, offering pants, tops, jackets, vests, dresses and skirts, the initial men’s line will be tight. There will be three styles of jackets including a blazer and a jean style; a jacket; long coat; three styles of pants – cargo, five pockets and joggers; V-neck t-shirts and button-down shirts.

The color scheme will be black, navy, or white only, and prices will range from $ 98 for t-shirts to $ 398 for jackets.

“These are entry-level prices for designers,” Kate Boyer said.

The team has high hopes for the men’s collection with Dietrich projecting that it can add 25 percent or more to the bottom line.

The brand has tested men by offering Alessio five-pocket jean-style pants on its website for $ 225 and Kate Boyer said Anatomy has sold 1,800 pairs since launching in 2019, proving it exists. a market for the commodity. “Men can easily be a third of the business,” she said.


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