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MarketScreener Homepage  >  Equities  >  Toronto Stock Exchange  >  Hudson's Bay Company    HBC   CA4442181018

HUDSON'S BAY COMPANY

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Hudson's Bay Co : Lord & Taylor and Hudson’s Bay Launch New Private Brand 424 Fifth for Spring 2014

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10/18/2013 | 06:23pm EST

Wednesday, October 16, 2013 - New York, NY - Lord & Taylor and Hudson's Bay announced today that its new private brand, 424 Fifth, will launch for Spring 2014. The elevated ready-to-wear collection, comprised of women's apparel and accessories, has a distinct fashion point-of-view. The collection will be available in stores at Lord & Taylor and Hudson's Bay, as well as on both lordandtaylor.com and thebay.com beginning January 2014.

The concept of 424 Fifth is rooted in the retailer's strategy for private brand expansion. As part of this strategy, 424 Fifth is the focus for the women's private brand business and will offer the customer both essential "must have" items suitable for day-to-evening, as well as statement fashion pieces. This collection brings Lord & Taylor and Hudson's Bay trend-right merchandise that can be found nowhere else. The Spring 2014 collection retails for $29-$300, ranging from basic accessories and tops to ornate, statement fashion pieces.

"The 424 Fifth collection offers a full lifestyle collection for the modern woman," said Mary Turner, Executive Vice President of Specialty for Hudson's Bay Company, the parent of Lord & Taylor. "The collection fills what we believe to be a void in the marketplace for stylish, wearable, well-priced fashion. We feel strongly that our core customer is underserved in this market and, as such, we are committed to building 424 Fifth as a compelling women's brand to satisfy this need."

Named for Lord & Taylor's iconic Manhattan address, 424 Fifth has been inspired by the retailer's rich American sportswear heritage. The collection includes dresses, skirts, tops, blouses, sweaters, pants, outerwear and accessories. The pieces are fabric-driven, focusing on beautiful yet durable textiles to best complement the garment and the body. The collection features luxurious looks, while maintaining a sense of both versatility and wearability, at affordable price points. 424 Fifth has been designed to appeal to women of all ages who are inspired by of-themoment, yet timeless American style. The ideal customer exudes innate, effortless glamour while choosing to invest in quality pieces that are well priced.

"We are very excited to launch the 424 Fifth brand at Lord & Taylor and Hudson's Bay," said Marie Holman-Rao, Chief Creative Officer of Hudson's Bay Company. "The collection offers a fresh, modern take on the way women dress today. We are confident that our customer will find her everyday essentials and also discover some favorite statement pieces along the way."

The first delivery of 424 Fifth, available in January and February, will be focused on a bold, black-and-white, graphic story. This delivery epitomizes minimalist chic combined with bold architectural elements. In addition to black and white, pop of colors including cobalt blue, jade green, and cherry red can be found. The second delivery, available in March and April, offers a softer, more feminine silhouette. While predominantly ivory and black, this delivery features an abundance of floral and digitally printed patterns. Pieces come in electric pastels of pink, blue, and mint, mixed with bright citron accents.

Standout looks include:

Digitally-printed palm jacket over a tan camisole with a white double weave pant

Cropped black and ivory striped jacket with black bralette top and and a full ivory faille midi-skirt

White button down shirt paired with a full, electric cherry red satin skirt

Patent leather bomber jacket with white supima t-shirt and cotton tweed slim skirt

New deliveries will occur monthly in all Lord & Taylor and Hudson's Bay stores. The department will feature special fixturing and graphics that harken back to Lord & Taylor's heritage. In addition, 50 stores will feature accessories within the ready-to-wear shop to create a complete lifestyle story for the customer. A full concept shop for 424 Fifth will launch at the Fifth Avenue flagship in 2014. To support the launch of 424 Fifth, a full marketing campaign has been developed for the Spring collection, including print and online advertising.

About Lord & Taylor:

Lord & Taylor is an upscale specialty department store that has built a reputation for attentive customer service and high-quality merchandise focused on apparel and accessories. Founded in 1826, Lord & Taylor is America's oldest department store and one of America's premier retailers. Today, Lord & Taylor operates 49 full-line stores in nine states and the District of Columbia, four Lord & Taylor outlet stores and lordandtaylor.com, the company's online store.

#424Fifth

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###

PRESS CONTACT:

Shelby Walsh

shelby@lividini.com

646.443.2063

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