V Weekend: ‘Full-circle moment’: Effie Kats lands a perfect fit with David Jones
After her fashion label, Zachary, went into liquidation it took all of Effie Kat’s inner strength to rebuild. Now, retailer David Jones has decided to stock her womenswear line in a dream come true moment for the third-generation designer.
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The gravity of the moment is not lost on Effie Kats.
Years of hard work, resilience, passion and drive have all combined to get her to the position where her eponymous clothing brand has been picked up by retail giant David Jones.
“It really is a full circle moment,” Kats says. “For me, David Jones has always been such an aspirational department store. It’s one I always shopped at and looked up to as a brand so it’s a dream come true.
“I’m not afraid of hard work; I’m afraid of not working hard enough. I honestly get anxiety when I’m not working.”
Kats is a beacon of hope for anyone caught in the shadows of adversity. The first label she started, called Zachary, went into liquidation owing to a fractured business partnership in 2017, and it took her innermost strength to rebuild from the financial and emotional toll to continue pursuing her fashion goals.
“Keep going,” Kats says of her motto. “I think so much has gone into this, it is a really special moment for me for sure. Especially given my background and everything that happened with Zachary years ago, I’m just so happy to be back here and what a milestone.
“David Jones is an Australian gem, it’s an icon. To be part of it and recognised as a David Jones designer is something that holds a lot of weight for me.”
Kats has steadily grown her Melbourne office and now has 15 employees. Her other success, Bayse Brand, has already been sold in David Jones for more than a year and a half.
Now she has the manufacturing capacity behind her she can cater to demand.
With names such as Bec Judd, Dannii Minogue, Pip Edwards, Lana Wilkinson, Carrie Bickmore and more, all wearing her brand locally, Kats has become a popular go-to designer.
Her signature red styles have become synonymous with glamour.
“The buyers loved it from the start,” Kats says.
“We are Australian made and finding the right manufacturers can get challenging so it was certainly one of the goals as a company so we could expand and become part of this iconic department store.
“I’m very lucky I’ve got an amazing support network, all the girls support each other.
“Starting with our core collection, our crepe stuff is what the brand is predominantly known for and it’s our signature fabric. Bridesmaids, weddings dresses, formal occasions … we’re going to start there and see how that goes and what the demand is from the consumer, but it’s a great foundation.
“I know a lot of retailers are feeling the pinch and we are working really hard to stay ahead.
“Keeping the brand predominantly Australian-made has been such a main focus for us and that’s been the challenging part, but we got there and I’m thrilled.”
Kats is a third generation designer – her father and grandmother have a combined total of more than 50 years experience in the industry – and she started her journey in her family’s workroom in Coburg.
In 2018, the Effie Kats brand was born with made to measure pieces and it wasn’t long until her signature power suit went viral. She has since expanded the range which has become a feast for females who want elegant, quality, stylish and luxury dressing.
She describes her brand as quite “niche” and says this larger market in David Jones is a “big test” before taking the label abroad.
“After Covid, consumers’ spending habits definitely changed and they’re wanting more classic pieces; they’re definitely more price conscious now,” Kats says.
“Because we’re price pointed, we’re more classic David Jones and it’s given us a real advantage.
“Our customer, she knows what she likes, she knows her size and the fabrication she wants.
“It’s high quality, it’s flattering, it hugs the body in all the right places and that is something that gives the brand an edge. It’s not too clingy, it doesn’t show everything. It works for so many people and it works for every single body type.”
Bridget Veals, executive general manager of womenswear, footwear and accessories at David Jones, has no doubt that Kats will be a success.
“Absolutely,” Veals says. “Effie Kats has built a strong following with her dedication to impeccable tailoring and accessible luxury.
“We have seen a growing demand for high quality, locally designed pieces, and we believe our customers will respond positively to the brand’s aesthetic and ethos. With our platform and audience, we are confident that Effie Kats will thrive at David Jones.”
Veals says David Jones is always looking to support Australian brands and showcase those that resonate with customers “and align with our commitment to quality, craftsmanship, and innovation”.
“Effie Kats represents a fresh and modern take on womenswear, with a strong focus on tailored pieces that empower women,’’ she adds.
“Her brand embodies sophistication and versatility, making it a perfect fit for our offering.
“While this isn’t necessarily a new direction, it is a reinforcement of our commitment to championing innovative Australian brands and bringing fresh perspectives to our customers.
“We continue to evolve with the industry and the needs of our shoppers.”
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