eb&ive changes company name
Fashion, accessories and homewares wholesaler eb&ive is now known as The Kindred Co after it launched two new brands, Haven and Isle of Mine.
The name change means the eb&ive, Haven and Isle of Mine brands fall under the umbrella of The Kindred Co and this is hoped to make things easier for customers.
“I really liked the meaning… of [the word] kindred, it was sort of like-minded people coming together and we thought that was how we wanted to work with our customers, just having the right people working with us,” says Nicky Morgan, The Kindred Co creative director.
Isle of Mine and Haven were launched to create products for a wider range of retailers, allowing more than one shop in an area to stock pieces from The Kindred Co. Haven also meets a demand for products aimed at an older demographic of women.
“Haven is basically marketing to more of a mature age lady, a lady who loves kaftans, very flowy and bright, a bit of fun and Isle of Mine is a bit more natural, printed cotton, lightweight and just a really nice natural look compared to eb&ive which is a bit more fun, vibrant and younger than the other two.”
The Kindred Co will launch the winter collection for eb&ive at Reed Gift Fairs Sydney February. Called Weekends Away it features charcoal, mustards and teal colours. Isle of Mine will also be on show at the event, however, Haven will not be displayed at the fair as it is a summer season brand.