BG Haute: Upscale and Evening
Scala Eveningwear Inc. kicks the sparkle and spectacle quotient up a notch on its prom, social-occasion and eveningwear dresses with a new premium division, BG Haute. The Los Angeles–based company has held a steady niche business of dressing girls and women “for the prom all the way to mother of the bride” for more than 24 years under its Scala label.
“Scala emphasizes trendy, celeb-inspired bodies with superior-quality embellished trims, fully hand-embroidered bodies and superior fit,” said Beeta Grover, founder, president and chief executive officer of Scala. As the higher-end arm of Scala, BG Haute employs more attention in every aspect of the design, from bolder embellishment—including rhinestones, feathers, trims and chunky stones—to novelty textiles such as custom prints and hand-painted silks.
Scala first launched a high-end collection of dresses in 2007 under the label Sherri Hill, named after the designer. Since Hill’s exit from the company to “pursue other interests,” Scala relaunched the high-end division as BG Haute for Prom 2009.
Despite an uncertain economic climate, the new higher-priced division has widened the company’s base of stores by 15 percent in the United States. Both lines are primarily sold at stores that specialize in special-occasion, bridal and pageant dresses such as Claudia’s Closet in Visalia, Calif., and Startlet in Santa Rosa, Calif. Overseas, where Scala is sold in 42 countries and BG Haute is sold in 56 countries, BG Haute increased the company’s customer base by 40 percent.
“Customers are ready to spend on an exclusive outfit for an important occasion like prom rather than buying an ordinary outfit at an economical price,” Grover said. “The style, fabrication and quality of BG Haute dresses appeals to customers. The prices for BG Haute are very competitive, keeping in mind the economic time.”
BG Haute wholesales for $150 up to $280. Scala’s dresses wholesale from $79 to $200.
For more information, contact BG Haute at (323) 233-2200. —Rhea Cortado
