LOS ANGELES—BELLA+CANVAS, an apparel manufacturer in the wholesale industry, launches a direct-to-consumer (D2C) e-commerce website. Before this launch, the company's apparel was only available to those with a business license, through wholesale channels.
According to BELLA, the decision to go retail came after years of inquiries from people who discovered its garments through branded apparel and wanted access themselves. The retail arm starts as an online-only e-commerce site, but the long-term plan includes pop-up stores in different brick-and-mortar locations, beginning in 2020.
The D2C line offers men’s and women’s styles in a curated collection of existing fabrics, styles, and colors.
“We’ve been making retail quality Ts since we started making apparel over 25 years ago,” co-CEO and co-founder, Danny Harris explains. “We’ve always prided ourselves on doing wholesale different—perfecting our craft and making the most exceptional quality Ts possible. For us, a move into the retail space has never been a matter of if, but when, and we’re excited to announce that time has finally come.”
For BELLA, the expansion is a long-term growth strategy for the wholesale side of the business. The company adds that B2B customers can continue to shop at wholesale prices.
“At the end of the day, this means only good things for our current customers,” says executive vice president, Chris Blakeslee. “Our retail expansion will generate a whole new level of brand awareness for BELLA+CANVAS, and that demand, without a doubt, will funnel back through our wholesale channels.”
For more information, visit shop.bellacanvas.com.