MADA Luxe Founder Partner Adam Freede quoted in WWD
May 4, 2012
Mada Luxe Sees Early Success
Mada Luxe is off to an encouraging start.
The luxury distribution firm, a division of Seal Beach, Calif.-based Mada LLC, now represents top global accessories brands through its New York showroom, which opened in March. And though it signed a variety of accessories labels from Balmain beachwear to Givenchy scarves, Mada Luxe’s biggest category is footwear with Missoni, C’N’C Costume National, Sebastian and Alessandro Oteri.
“Our goal is to have a combination of existing major labels that everybody knows and to introduce great European designers, specifically French and Italian, that have [a presence] overseas, but have not launched in the U.S. market,” said Mada Luxe founding partner Adam Freede, who previously worked in brand strategy and consulting.
Missoni has already seen positive results from retailers. And while the brand was previously distributed in the U.S., Freede said he has kept distribution selective. “In some cases we cut back distribution because we wanted to relaunch in a smaller, more focused way,” he said. Scoop, Intermix, Shopbop.com and Bloomingdales.com will continue to work with the label next season.
“Missoni is not only a brand, but a lifestyle,” said Bloomindales.com fashion director Caroline Maguire on why her team picked up the collection again. “Missoni offers fashion and trend to our [online] customer.”
C’N’C Costume National was picked up by Shopbop.com for fall. Sebastian and Alessandro Oteri, both new to the U.S. market, have had mixed results, however, said Freede. Sebastian will be carried by Intermix and Primalista.com next season, while Alessandro Oteri has yet to confirm an account. “We are formulating a very limited distribution, as we do not want to overwhelm production capabilities,” Freede said of the Italian luxury label. “Our strategy is to build the brand very slowly so it can develop in the proper way and protect the craftsmanship.”
Freede said more brands would join the Mada Luxe roster for fall ’13.