26 October 2010

Oilily Back as Lifestyle Brand

from a press release

October 20, 2010/PRNewswire/ -- The colorful Dutch clothing label which has been brightening up the world since 1963, has made a full comeback. A year after being bought back by its founders, Oilily has launched its first childrenswear collection. It is also working hard on a womenswear collection, accessories and a variety of lifestyle products.

After the previous management filed for bankruptcy in 2009, it seemed as if Oilily would disappear. Its founders, the Olsthoorn family, were unable to bear this thought. They bought back the brand, determined to turn the Oilily brand back once again into a global brand.

This season the new childrenswear collection, which is the mainstay of Oilily, is available in shops in 40 countries including China, Japan, Korea, and the United States. The 'Gipsy Tales of Freedom' collection was inspired by gypsies and other free spirits and mixes classic and modern influences from different cultures. Most striking are the special details, the handmade traditional folk-style embroidery and the high quality. This is Oilily as you all know it.

Oilily is particularly known for its children's and women's clothing. However, the refreshing nature of the brand also fits lifestyle products very well. Over the coming years Oilily will concentrate on designing a unique lifestyle alongside its high-end clothing collection. The key word for Oilily is renewal. This new strategy is highlighted by a brand new philosophy: make
new things happen.

Oilily has for some time also operated Oililyshop.com, aimed at the European market, where clothing, bags, accessories, cosmetics, shoes and everything that Oilily designs is available. The first new womenswear collection is also available exclusively on the site. Due to the high demand
for Oilily products in the United States, an online shop for the American market will be launched in 2011.

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