Nicholas
Nicholas, also known as Nicholas the Label, is a Melbourne based Australian womenswear brand founded by Irene Nicholas. It sells mainly to international customers through luxury department stores and online retailers in the United States, the Middle East and beyond.
| Founder | Irene Nicholas |
|---|---|
| Based in | Melbourne, Australia |
| Main markets | United States, Middle East |
| Key stockists | Saks, Harrods, Harvey Nichols, Shopbop |
| Website | nicholasthelabel.com |
What is Nicholas?
Nicholas is an Australian womenswear label based in Melbourne and founded by Irene Nicholas. It trades under the name Nicholas the Label and designs womenswear for a premium, internationally minded customer, with its collections sold alongside global designer brands.
Distribution
The brand is unusual among Australian labels for the share of its business generated overseas. In 2017 Nicholas reported that around 92 per cent of its sales came from outside Australia, led by the United States and the Middle East.
- Department stores: Saks, Harrods, Lane Crawford, Harvey Nichols
- Specialty retail: Intermix
- Online: FWRD, Shopbop and Revolve
Products and positioning
Nicholas sits in the premium contemporary segment, placed alongside international designer brands in luxury department stores and on curated e-commerce platforms rather than in mass retail.
Why it matters
Nicholas shows how an Australian designer brand can grow primarily through international wholesale, with export markets rather than the domestic market driving the business. Its stockist list spans luxury department stores in London, New York and Hong Kong as well as leading online fashion platforms.
Frequently asked questions
Where is Nicholas the Label from?
Nicholas is an Australian womenswear brand based in Melbourne.
Who founded Nicholas the Label?
The label was founded by Irene Nicholas.