Da-Rue Opens Sales for DRLA
Los Angeles–based Da-Rue of California has enlisted Sharon Koshet Sales in Los Angeles to market its DRLA Fall ’06 line featuring better suitings and tops made in California.
DRLA is Da-Rue’s entry into the more updated category after selling primarily to the misses market for years. After successful test runs at its 12 Ames stores over the past four months, the company decided to open up distribution across the country.
Koshet is carr ying the line in her California Market Center showroom. Telisman Sales is carrying it in Dallas. The line is showing at this week’s Los Angeles Fashion Market.
“It’s done extremely well at our Ames stores. It’s for the “Desperate Housewives” woman, those who are 45 but think like a 25-yearold,” said Mark McElrath, vice president of manufacturing for Da-Rue.
The company’s “Sugar and Black” Fall collection features pinstripe coats in short and long cuts as well as matching vests and pants, silk chiffon ruffle blouses, tweed jackets and colorful military and cutaway jackets, some with piping. The line is priced for better specialty stores with retail prices ranging from $140 to $560.
“I love the look,” said Koshet.” It’s so versatile. You can work it back into denim or on a black bottom, which all women seem to have in their closets these days.”
For more information, call (213) 623-6689. —Robert McAllister
