The occasion wear label Swing is launching the “Hey Kyla” brand, which is aimed at high school graduates and other young graduation celebrants.
In addition to graduation ceremonies, the new brand also caters to wedding guests and bridesmaids, Swing announced on Tuesday. Currently 100 models of evening and cocktail dresses are offered to wholesale customers. These should be clearly separated from the main Swing brand.
“We would like to gain further market shares in the long term and that is only possible with a profiled brand and product line-up that meets the needs of retailers and, above all, consumers,” said Swing Managing Director Moritz Schwack.
The recommended retail price for the dresses is between 159 and 259 euros. The surcharge calculation is 185 percent, according to the announcement. A never-out-of-stock program will also be offered.