Jolna to Expand With Bartack and Bella Elemento
Jolna Design Group Inc., the Tarzana, Calif.–based maker of the Bella Dahl women’s contemporary apparel label, launched a new contemporary collection called Bartack during Los Angeles Market Week.
Jolna Design Group President Kerry Jolna introduced the line to buyers at the Terry Sahagen Showroom on The New Mart’s 10th floor. Jolna said he wanted to create a basic denim line that has all of the characteristics of vintage denim. “Every piece has to look authentic,” he said.
The Bartack line, named after a phrase used to define the reinforced stitch of a loophole, is made with ridged and stretch denim and comes with a minimum of four specialty treatments per garment, including handgrinding and hand-sanding.
The line, which is produced by local contractors, is broken down into four categories: clean washes, fashion washes, deconstructed looks and repaired looks. The 12- piece collection features contrast stitching as well as subtle details. The size of each style is screenprinted on the waistbands, and the hangtags are made of sandpaper. Wholesale prices range from $38 for a basic jean to $46 for a fashion jean.
Buyers from Blonde in Santa Monica, Calif., E Street Denim in Chicago and Rear Ends in Detroit have expressed interest in the line, according to Jolna, who said sales are shaping up to exceed the company’s $5 million projection mark for its first year.
The launch of Bartack comes on the heels of an overall expansion for Jolna Design Group. The company is also expanding its contemporary denim line, Bella Dahl, to include a new contemporary misses line called Bella Elemento. The line, launched two months ago, is geared toward women between the ages of 30 and 35 and features bottoms with contemporary cuts and high-rise waistlines, Jolna said.
“It’s for the customer who wants fashionforward product but is more conscious of her figure,” he added.
The youthful, stylish collection includes mid-rise, five-pocket engineered denim, twill trousers, novelty T-shirts and sexy sweat pants with drawstrings. Deliveries will begin Oct. 30. Wholesale price points range from $55 to $65.
“Our goal is to put out the best possible blend, style and wash to our customers and give her product she can’t find anywhere else in the market,” Jolna said.
That strategy began in 2001, when Jolna purchased the trademark for Bella Dahl, a young contemporary sportswear collection made with corduroy, twills and knits. The line is sold at specialty department stores including Saks Fifth Avenue and Bloomingdale’s. In two years, sales for the line have grown from $2 million to a projected $15 million.
Jolna Design Group is also beefing up its workforce. So far this year, the company has increased its staff by 28 workers, Jolna said. —Claudia Figueroa
