Before athleisure grew to become the large factor in trend, Anatomie had recognized a distinct segment for elevated efficiency fundamentals. Now 15 years after launching, the Miami-based girls’s model has quietly created a $25 million enterprise of snug on a regular basis necessities with a direct-to-consumer focus and robust wholesale companions that embody Neiman Marcus, the Ritz Carlton resorts and golf professional retailers together with Pebble Beach and Pinehurst.
Today, Anatomie will launch its first males’s put on assortment, a capsule of 9 items with an identical aesthetic that features wrinkle-resistant and quick-dry jackets, blazers, T-shirts, button-down shirts and pants.
Anatomie was based by Kate Boyer, a Hungarian gymnast and coach, and her husband, bodybuilder Shawn Boyer, in 2006. Kate Boyer, chief govt officer, who additionally has an MBA in worldwide commerce, mentioned the thought to create a model got here after she had a tough time discovering garments to suit her athletes. Her husband’s begin within the enterprise happened the identical means — he was 240 kilos with a 32-inch waist — when he couldn’t discover garments to suit him and different athletic males. Both of them individually began creating garments: personal label collections for unique resorts in St. Barth for Kate Boyer and customized garments within the U.S. for Shawn Boyer. And once they met in 2006, they joined forces.
Shawn Boyer, who taught himself to stitch on an outdated Singer stitching machine he inherited from his grandmother, serves as artistic director of the model.
In 2015, they introduced Tom Dietrich on board as president and chief working officer. Dietrich is an attire business veteran who had labored for Lafayette 148 and Brandon Thomas. The model additionally has some high-powered customers-turned-investors, together with Jill Granoff, former CEO of Vince and Kenneth Cole, and J. David Scheiner, a former Macy’s and Perry Ellis govt, is on the corporate’s board of administrators.
Dietrich described Anatomie as “Lululemon meets Prada,” and mentioned that “before athleisure was commonplace, we saw a real niche in the market.”
When he joined, the model was doing round $2.5 million in gross sales, and this 12 months, that quantity is anticipated be 10 occasions bigger, he mentioned.
Even although Anatomie markets itself as a model focused to high-end vacationers — its tag line is: Designed to Fly — it nonetheless managed to extend gross sales 5 p.c final 12 months when journey was practically nonexistent.
The staff attributed its success to the truth that it combines performance and wonderful supplies in modern types with a European aptitude. The majority of the gathering is manufactured in Europe from materials sourced from that continent.
The assortment is light-weight — six items weigh solely 2.4 ounces — could be washed by hand and dry inside 5 minutes below a blow dryer or in lower than two hours naturally.
Kate Boyer mentioned described the gathering as “elevated performancewear or pro leisure. We’re actually going to trademark ‘pro leisure,’” she mentioned. ”It’s the other of quick trend. It’s sturdy and constructed to final.”
With that because the backdrop, Anatomie discovered its clients clamoring for the corporate to enter males’s put on. And their needs shall be granted immediately when the gathering launches on the model web site, its pop-ups in Aspen, Colo., Westport, Conn., and Miami, and choose high-end shops akin to Stanley Korshak in Dallas.
Although the model does have sturdy wholesale distribution with greater than 400 factors of sale, 60 to 65 p.c of its enterprise continues to be direct-to-consumer and features a pop-up technique. In addition to Aspen, whose retailer dimension was elevated to accommodate the brand new males’s assortment, and the others at present open, Anatomie additionally plans to open a short lived house in Palm Beach, Fla., this fall.
Although the ladies’s line is intensive, providing pants, tops, jackets, vests, attire and skirts, the preliminary males’s line shall be tight. There shall be three jacket types together with a blazer and jean-style; a vest; lengthy coat; three pants types — cargo, five-pocket and jogger; V-neck T-shirts, and button-down shirts.
The colour palette shall be black, navy or white solely and costs will vary from $98 for T-shirts to $398 for the jackets.
“They’re entry designer price points,” Kate Boyer mentioned.
The staff has excessive hopes for the lads’s assortment with Dietrich projecting that it could possibly add 25 p.c or extra to the underside line.
The model examined males’s by providing a five-pocket jean-style Alessio pant on its web site for $225 and Kate Boyer mentioned Anatomie hast bought 1,800 pairs since its launch in 2019 providing proof that there’s a marketplace for the merchandise. “Men’s can easily be a third of the company,” she mentioned.