PRN: Adrianna Papell to Partner with the House of Fraser in the UK
Adrianna Papell to Partner with the House of Fraser in the UK [12-March-2012] NEW YORK, March 12, 2012 /PRNewswire/ -- This March, Adrianna Papell will open Concessions in the United Kingdom.
Adrianna Papell to Partner with the House of Fraser in the UK
NEW YORK, March 12, 2012 /PRNewswire/ --
This March, Adrianna Papell will open Concessions in the United Kingdom. The announcement comes as the American occasion wear brand continues to evolve into a global name.
Established as a go-to brand for celebrity clientele shopping for Hollywood's award season dressing and red carpet occasions, Adrianna Papell will now be able to offer its glamorous gowns and dresses to British talent. Due to its exquisite sense of style, superlative fit and quality craftsmanship, Adrianna Papell has been one of the most respected names in occasion wearÂ and versatile desk to dinner dressing within the United States for over 30 years.Â With an artisanal attention to detail, the Adrianna Papell collection is infused with elegance and flair and is looking forward to this partnership with House of Fraser.Â
Adam Berkman, COO of The Adrianna Papell Group states, "Adrianna Papell fills a gap in the UK market, offering trend aware, appropriate dresses which make women look and feel beautiful helping to celebrate all the occasions within their lives. House of Fraser is the natural partner due to its strong brand positioning and prominence as an eveningwear destination. We would like to thank House of Fraser for the opportunity of allowing us to showcase our brand. We are truly very excited about this opportunity."
Three Concessions will be located in Birmingham, Cheltenham, and Norwich. Product will also be sold on http://www.houseoffraser.co.uk, marking the start of a partnership between the brand and the House of Fraser. The Adrianna Papell Evening dress collection will be sold in the top 21 House of Fraser stores in the UK beginning in June, including all London doors Price points will range from 120 pounds SterlingÂ to 250 pounds at retail, and sales are expected to exceed 1 million poundsÂ in the first year.
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ABOUT ADRIANNA PAPELL:
ADRIANNA PAPELL features versatile, day and evening occasion dresses in fabrics ranging from sexy and simple jersey knits, incredibly soft cottons, rayon blends, rich jacquards, and printed chiffons. ADRIANNA PAPELL EVENING is a complete collection of high-styled party, occasion and formal looks, including short, tea-length and long dresses, as well as suits and separates that cover a variety of dressy wardrobe needs, including MOB, prom, religious and semi- and formal eveningwear.Â The collection captures all the current influences in special-occasion dressing - including glittery beaded, embroidered and sequined looks, crystal jersey, diaphanous organza and chiffon, fluid charmeuse and floaty taffeta, as well.Â There are form-fitting satin silhouettes and a variety of opulent print renditions.