Lilly Pulitzer is focusing more on men’s as it looks to bring its colorful and vibrant prints to a wider audience.
Last month, Lilly Pulitzer launched its first men’s collection in 15 years. Called “Men’s Stuff,” the collection takes its name from Lilly Pulitzer’s original men’s line in the 1960s and includes shirts, pants, blazers and pocket squares. Encouraged by “strong demand” and “consistent interest across all channels,” Lilly Pulitzer now vows to churn out new menswear every season, its executives told Modern Retail.
“Men’s won’t be just a capsule or drop,” said Craig Reynolds, Lilly Pulitzer’s svp of merchandising. “It will be part of our business going forward, and we think there’s room to expand.”
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