American retailer Anthropologie, part of the URBN portfolio, announces the launch of a new resort wear label, Celandine. Named for the bright yellow flower, Celandine features a curated selection of vacation essentials from dresses and coordinated sets to swimwear, cover-ups, fashion accessories, and beauty products.
Anthropologie Launches Resort Wear Label, Celandine
American retailer Anthropologie, operating in the U.S., Canada, France, Germany and the UK, sells apparel, accessories, jewellery, furniture, beauty products and gifts. Part of URBN, which includes Urban Outfitters, Free People, BHLDN, and Terrain, Anthropologie has launched resort wear Celandine.
“We’ve seen tremendous success in our vacation and resort wear categories, particularly in swim, which has shown double-digit growth year over year,” says Holly Thrasher, Chief Merchandising Officer, Anthropologie Women’s and Weddings. “With travel on the rise, our customers are looking for pieces that help them look and feel great, no matter where they go. Celandine fills this gap, providing a curated collection that brings both every day and getaway moments to life.”
This launch comes at a moment, with Anthropologie reporting vacation-related queries steadily increasing and resulting in an impressive +97 percent growth year-over-year and customer searches for “swim”, “resort”, and “beach” grew by +29 percent. As swimwear and resort categories continue to outperform, Celandine expands on Anthropologie’s success, offering a lifestyle wardrobe from beach to dinner.
“Celandine reflects a deep understanding of our customer’s needs,” says Richa Srivastava, Anthropologie’s Chief Creative Director of Design. “The label was designed with travel in mind as we know they are craving a curated collection that spans the entire vacation experience—from beach days to evening getaways—and Celandine delivers that in one place. Featuring vibrant prints and textures in customer favorites, it’s the perfect addition to our offering.”
Per WWD: ‘Overall, retail prices range from $38 to $400. The versatile collection, which will go into 120 Anthropologie stores and online on Jan. 21, will have its own in-store shops. The tagline for Celandine is “Greet the Sun” and the brand’s label features bright and happy colors. Sizes range from XS to 3X and 0-26.’
To celebrate the launch of Celandine, Anthropologie will roll out a multi-faceted marketing campaign to drive awareness and engagement through activations and partnerships. A pop-up at the Faena Bazaar in Miami Beach will feature curated vignettes of Celandine’s vacation-ready pieces. Next, Celandine will collaborate with United Airlines for in-flight video content showcasing the new collection, airport activations and an email campaign targeting frequent flyers. Partnership with Aubi and Ramsa Ice Cream will witness the launch of a limited-edition ice cream flavour, available during the Faena pop-up and in Aubi and Ramsa shops.
A pop-up at the Faena Bazaar in Miami Beach will feature curated vignettes of Celandine’s vacation-ready pieces
In addition, Anthropologie will amplify the Celandine launch with social media takeovers across its channels. Celandine will also be featured through targeted CTV and out-of-home advertising across key cities such as New York and Miami. The resort label will be available online and in 120 Anthropologie stores nationwide.
Anthropologie
URBN–owned Anthropologie is a lifestyle retailer, with a mostly exclusive assortment of apparel, accessories, footwear, beauty products, furniture, home décor, garden, bridal, and more. The brand opened its first store in 1992 in Wayne, Pennsylvania, and today operates over two hundred stores worldwide.
Anthropologie takes pride in its connection with individuals who prioritise self-expression. Its customers have a sense of adventure about what they wear. Personal style is important to them and the Anthropologie team looks to them for inspiration and feedback; the intention is to exceed their expectation, in unexpected ways.
In 2018, Anthropologie banned the sale of products containing goat-derived fur. In October 2019, Urban Outfitters announced the opening of Anthropologie Home Outlet in Pittsburgh, which focuses only on home furnishings. In April 2021, Hillary Super stepped down as CEO of Anthropologie, and Tricia D. Smith, who had served twenty-six years at Nordstrom, took over as Anthropologie’s global CEO.
Parent company, URBN
Though distinct in style and spirit, Anthropologie is part of URBN, a portfolio of global consumer brands. The year was 1970. Dick Hayne was just twenty-three when he, college roommate Scott Belair, and Judy Wicks came up with the idea to open a retail store. The first store, Free People, was located across the street from the University of Pennsylvania. Its mission was to provide second-hand clothing, furniture, jewellery and home décor.
Meg Hayne created Urban Outfitters private label division, which supported products exclusive to Urban Outfitters. By the 1990’s, their customer longed for a store to indulge her creative side. Dick, realising this wasn’t an isolated phenomenon, went on to build a lifestyle brand. Anthropologie was born and in 1992, the first store opened in Wayne, Pennsylvania.
In 1993, URBN sold shares in an initial public offering for $18 a share. Today the company trades on the Nasdaq exchange under the ticker URBN. Urban Outfitters was the first brand of the URBN portfolio to cross the Atlantic in 1998, opening a store in London. Eleven years later, Anthropologie followed. In 1998, Anthropologie released its catalog. In August of that same year, anthropologie.com was established, which fueled investments in future e-commerce efforts. It wasn’t long before the other brands opened a web store.
Opening in Paramus, New Jersey in 2002, Free People offered the best product assortment and experience possible. In May 2008, URBN acquired J. Franklin Styers Nurseries, a popular garden center in Glen Mills, PA. Renamed “Terrain at Styers,” the venture is inspired by the idea of merging house and garden.
On Valentine’s Day 2011, the firm entered into the world of bridal with the launch of BHLDN, offering brides-to-be wedding gowns, bridal party dresses, accessories, gifts and décor. Starting out online only, BHLDN opened its first store in Houston, Texas, in August 2011. Since, the brand has expanded, opening in Chicago and several shop-in-shops in Anthropologie locations. July 2019, URBN launched Nuuly, a monthly rental subscription service offering URBN’s brands, third-party labels and one-of-a-kind vintage pieces for rent via a custom-built, digital platform.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
