RULABELLE is an exciting new brand designed to fill a need in the bridesmaid and formal wear market. The collection will be available globally through appointed stockists and on-line this October 2020.
Bridal Times has the chance to speak with Ruth Larkin to tell us more about the new RULABELLE brand.
Ruth Larkin
Tell us about the RULABELLE brand and how it came about?
The RULABELLE brand was born from my experience in the industry and repetitive requests from retailers and customers for a high quality, versatile and high volume bridesmaid/formal collection that could sit alongside and enhance their current product portfolio.
I have worked in the International bridal and fashion industry for years as the owner of Lark Bridal Ltd. Lark Bridal distribute the world-renowned Maggie Sottero Designs collections across 28 countries. Every year, I personally have the opportunity to spend extensive time with retailers internationally, and I always want to know what we can do better to support them, and what they are looking for in the ever evolving market to enhance their business.
The industry has changed, and so has bridesmaid and formal wear. The younger generations are looking for something easy to wear, something that lets them express their unique individuality, and provides the opportunity to re-wear the item to multiple events and parties, re-styled for a new look.
For retailers it is so vital to have evolved to suit the clients needs, and to make sure that every item they buy earns its place on their rack, giving them the maximum opportunity to close high volume sales. The RULABELLE brand was born from listening to our customers needs and designing a solution.
The name RULABELLE stands for my initials and my daughters name ‘Annabelle’. I felt it was quite apt as it represents the different generations, and the different beautiful unique personalities, style and looks that can be created with the RULABELLE collection to suit all individual girls.
Why do you think the multi-way bridesmaids dresses have become so popular?
What’s not to love! From a retailer point of view, it’s an easy sell that lets them cater to a wider market place and to the different styles, tastes and trends of all customers. One Dress that can be worn in an endless number of styles, it is the perfect solution that customers love, letting them express their unique personality, style and individuality and giving them the opportunity to re-style it or customize it for multiple events!
What would you say separates RULABELLE apart?
RULABELLE is designed to specifically offer retailers the perfect solution for the customer base of today. It has been designed in figure flattering cuts in 3 different sizes to ensure all sizes, from a UK6-18, feel empowered, strong and beautiful in their chosen style. With simple seams and draping, it allows retailers to also upsell additional accessories where possible and capitalize on a larger sales opportunity. There is a continuing array of styles and colors already planned for future collection in response to market needs. And of course, being headquartered in Ireland means all stock and re-order deliveries take only 5 days. Importantly our team offers 7 days a week support and service to our retailers. Not to mention the wholesale pricing is exceptionally competitive.
How many variations can be created with a single dress and are there “How to” tutorials to create a certain look?
Each dress can be styled in more than 20 different ways, to ensure that each person can create a unique look to suit not only their personality and style, but also to best enhance and support their silhouette and size. We provide ‘How To’ guides and tutorials for all main looks, making styling and creating a multitude of looks for customers seamlessly easy in store. Even the most complicated look takes less than 60 seconds to complete.
Do you have a favorite style or color combination from the collection?
I personally love the RULABELLE Dusky Cream, Dusky Purple and Plum color palette options to work across all skin tones, and depending on the season, I love the ‘Grecian Look’ of the one shoulder with the diagonal rope back, or the wide strap V-neck look for cooler temperatures and more coverage.
What are the advantages for retailers in carrying the multi-way collection in their stores?
Aside from the competitive wholesale price and the choice of 16 colorways, the RULABELLE collection is exactly what the consumer is looking for and moving towards. Furthermore, the dresses take up little to no space, meaning retailers that may not normally cater to that market could easily have 20 styles in stock without giving up valuable rail space, and allowing them to maximize their consumer closure opportunities. The RULABELLE collection is also kept in-stock in Ireland, meaning quick deliveries and turn around times for all re-orders as and when required. Most importantly, all future products and special edition lines will be developed in response to the feedback of our retailers and customers to specifically meet their needs.
And what can bridal retailers in Germany do if they are interested in the collection?
We would be delighted to welcome additional international stockists to the RULABELLE collection. For more information you can contact info@rulabelle.com, or download the lookbook here: BROCHURE
For further information, visit RULABELLE