Seaton Finds Sales Reps, Seeks Retail Real Estate
Seaton has gone national. The Los Angeles–based casual brand with a surf twist announced July 12 that The Liric Group, a New York fashion sales company, would represent the label in the eastern United States. The 10Eleven Showroom in The New Mart in downtown Los Angeles represents its West Coast sales.
Seaton was founded in 2005 by designer Jill Roberts, the founder of the Jill Roberts fashion line, and her husband, Mark Freeman, president of L.A.-based Freeman Cosmetics.
Roberts’ surf-inspired brand mixes the sophistication of St. Tropez with the casual style of Malibu. Wholesale price points range from $24 for T-shirts to $248 for cashmere sweaters. Seaton is sold at retailers such as Neiman Marcus Direct.
Along with the European flair, Roberts said she designed Seaton for a variety of women’s shapes. “It’s not made for a model’s body,” she said of her line.
Roberts said she hoped to open a Seaton boutique next year, possibly in Newport Beach, Calif., or West Los Angeles. She also said she would open a 1,200-square-foot Jill Roberts boutique in The Waterside Marina del Rey shopping center in L.A.’s Marina del Rey district. She owns two other Jill Roberts boutiques in Southern California—in Beverly Hills and Santa Monica.
—Andrew Asch
