Ellery
Ellery is a designer womenswear label founded in Sydney in 2007 by Australian designer Kym Ellery. The brand is sold mainly to international customers through stockists abroad and online.
| Founded | 2007, Sydney |
|---|---|
| Founder | Kym Ellery |
| Designer base | Paris |
| Sales mix | Majority international |
| Website | elleryland.com |
What is Ellery?
Ellery is the namesake label of Australian designer Kym Ellery, who founded it in Sydney in 2007 at the age of 23. She is the brand's founder and creative director and has for many years been based in Paris, positioning Ellery within the European luxury calendar.
History
The label grew in Australia with its own stores and a production facility in Chippendale, Sydney. In April 2019 Ellery closed its Australian operation, including two Sydney stores and the local production facility. The designer cited rising manufacturing costs in Australia and the country's distance from fashion capitals such as Paris and Milan as reasons for the change.
By then around 90 per cent of sales came from overseas, and the label had around 160 stockists worldwide. Kym Ellery also put her separate label L'America up for sale in order to focus on Ellery.
Distribution
Following the closure of its domestic stores, Ellery continued to sell through international stockists and online, with a business model weighted towards global wholesale.
Why it matters
Ellery is a frequently cited case of an Australian designer brand reorganising around Europe and international wholesale, illustrating the cost and distance pressures facing local production in the Australian designer market.
Frequently asked questions
Who founded Ellery?
Ellery was founded in Sydney in 2007 by Australian designer Kym Ellery, who remains its creative director.
Where is Ellery from?
Ellery is an Australian label from Sydney, although its designer has been based in Paris for many years and most sales come from abroad.