Australian accessories brand From St Xavier has secured a department store exclusive with Myer. In addition, it has unveiled the soft launch of its first ever e-commerce platform, one that will see a major revamp in coming months.
Sydney based fashion accessories label From St Xavier has seen much success around the world, being stocked on some the biggest and leading fashion e-commerce platforms globally, including ASOS, Anthropologie, Revolve and The Iconic. But now, the brand says its ready to focus on its Australian consumers and the business-to- consumer relationship, launching its first ever e-commerce platform one month ago.
“Working with likes of Revolve and Anthropologie and ASOS – these companies obviously have a strong presence online, and because we were predominantly focused on our business-to-business model, we hadn’t focused on the business-to-consumer model because our stockists were providing that online presence for us,” explains From St Xavier brand manager and designer, Nataschia Holland.
But, from managing its social media account, Holland says she noticed a high volume of presence and response directly from consumers who were curious about the brand. “We thought there was an opportunity there to deal directly with our customers to build the relationship and establish an emotional connection with them and tell the story of From St Xavier to them directly and spread that message.”
From St Xavier decided to listen to its consumers and launched its first ever e-commerce platform in Australia and another in the US market as well, one month ago. It’s a soft launch , according to Holland, who says the brand will be “reworking the website completely from a design and look-and-feel aspect.”
From St Xavier’s chief executive officer, Michael Shandler, says it’s current website has proven to be quite successful so far in the US, in particular from a test and apply approach, which has enabled From St Xavier to fine tune its online platform further.
“We tested it. We wanted to make sure our systems were working, that everything was integrated back into our warehouse in the US, and to make sure that – we don’t want to get an order and disappoint our customers, that we can’t get the product to them on time or when they’re expecting it. That damages the experience and the brand. So, the soft launch of the US site was to test integrations from the web and our back end system- with our warehouse management system that it was all connected and working perfectly with no human intervention.”
Shandler says this test has led to fine tuning its e-commerce platform and make amendments in terms of the processes, but he says “that’s now on target and that’s the key reason we went for the soft launch.”
In the next couple of months consumers see the relaunch of FromStXavier.com.au and FromStXavier.com. The company will be rolling out a raft of new features, not only from the back end systems but also the consumer experience, including mobile optimisation, personalisation, customisation and machine learning capabilities as well, joining the tech sphere of retail.
“Although we are a bit late in adopting it (e-commerce), the knowledge and instantaneous feedback we can now get from our customers in relation to production and product design – it will be quicker to go back to the manufacturer and undertake some of these. So we can have more of that product available for consumers and obviously reap the return on that as we will have products going on time to our consumers, and meet the consumer demand,” explains Shandler.
“It will evolve over time. These things change every day as technology changes so quickly.”
In addition to this, From St Xavier’s handcrafted statement clutch bags will now be available for purchase at Myer stores as of September 2017. The brand is excited to announce its exclusive partnership with the department chain, who will be stocking its range in three Myer stores, including Chadstone, Melbourne and Sydney and online at myer.com.au, opening the doors to further expose the brand to Australian consumers, followings its success overseas.
“We thought we’d give the Australian market a chance now that we’ve established ourselves in the international market. We think the Australian market is now ready for our product, the demand for it and the niche and the flavor. We are excited to launch our online platform that will see us selling directly to Australian consumers. The tie with Myer is obviously important as well, because they give us the branding and prestige as well, seeing they are one of the leading department stores in Australia.”
“The relationship with Myer adds an extra distribution level to our brand in Australia, because we haven’t really pushed the focus in Australia before this point in time – our focus has mainly been in the overseas markets, especially in the US, with the likes of being stocked at Bloomingdales and Revolve, and in the UK with John Lewis, and in Hong Kong with Harvey Nichols, explains Shandler.
“It’s a huge privilege for From St Xavier to join the Myer stable in their leading stores and be an integral addition to their accessory offering. The From St Xavier brand has experienced unprecedented growth in the last twelve months to eighteen months and we are thrilled to continue this with the current expansion into Myer,” adds Holland.
Myer’s general manager of accessories and footwear, Joanne Mercer, expressed she is excited to welcome one of Australia’s most promising and up-and-coming brands.
“We are delighted to welcome ethical accessory brand From St Xavier to Myer in September 2017 as a department store exclusive. We know From St Xavier’s socially conscious fashion forward designs and beautiful handcrafted collections will resonate with our Myer customers.”
“We see a future for our accessories as an experience for the consumer to connect via personalisation, and hope to offer this through a multichannel expansion within the next eighteen months,” adds Shandler.
About From St Xavier
From St Xavier was originally founded as retail outlets which housed multiple brands at two bricks and mortar locations in Sydney which were shut down in 2011. The name itself was globally trademarked – management saw an opportunity in the jewellery and accessories market to shifting away from retail and move towards a wholesale business structure which led them to the relaunch of From St Xavier as an ethically sourced accessories label.
From St Xavier is a social and ethically conscious brand working as a free trade company that supports underprivileged communities in Northern India. The Australian brand prides itself in the unique and unexpected, blending glass beads, semi-precious stones, resin, natural metals and other premium materials into an eclectic range of signature clutches and bags.