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Tory by TRB offers a modern twist to its retro designs; new stores to open this year
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Feature Tory by TRB offers a modern twist to its retro designs; new stores to open this year by Rich Timlen Tory Burch doesn’t need to rely on advertising to promote her Tory by TRB store. In fact, she is effectively a walking billboard for her new concept. Every item offered in the collection is something that Burch herself would wear, whether it’s to a business meeting or to a casual dinner in the city. Last February, Burch launched Tory by TRB, a lifestyle collection of mid-priced sportswear, shoes and accessories for women, with the opening of a flagship store at 257 Elizabeth Street in New York, NY. Burch seeks items that are well made, but at a reasonable price. In designing Tory by TRB, Burch draws her inspiration from the 1960s and 1970s and from some of the vintage items she remembers from her parent’s wardrobes. Tory by TRB’s designs blend timeless and classic elements with modern fashion. Many of the items are designed with her knowledge of vintage clothing, fashion history and tailoring, with accenting it with bohemian and ethnic details. Burch has spent her entire career in fashion. Her resume includes stints at Zoran, Harper’s Bazaar, Ralph Lauren, Vera Wang and Loewe. In 2005, Burch was awarded the Rising Star Award for Retail by the Fashion Group International. Now that the concept has taken off, the company is looking to expand beyond New York, NY. Just this May, Tory by TRB opened its second store, a 1,568 sq.ft. location, on 142 South Robertson Boulevard in Los Angeles, CA. And this August, the company will open a third store at Phipps Plaza in Atlanta, GA. The Tory by TRB collection is also available at Bergdorf Goodman, at selected Neiman Marcus and Saks Fifth Avenue stores, and at a number of specialty stores throughout the U.S. Prices for Tory by TRB range from about $40 for an embellished tank top to nearly $1,000 for an evening gown or antique-rhinestone tunic. The line’s average price is about $300. The collection also includes candles, shoes, and handbags, along with home goods, fragrance, jewelry and eyewear. Burch began conceptualizing the company shortly before Sept. 11, 2001, and then put the concept on hold for about a year. But in September 2004, only eight months after opening her shop, Bergdorf Goodman decided to dedicate an entire window display to Tory by TRB designs. Since then, positive reviews have spread quickly. What makes Burch so successful is attention to design. Burch also sources out to Brazil, Argentina, and Italy to get innovative beading, along with the perfect techniques to complete the fine details of each piece. And in the rare instances when a product still doesn’t look right, Burch has no problem sending back her entire stock to be altered. Burch is married to venture capitalist Christopher Burch, who, with a $2,000 investment, launched the 1980s clothing line Eagle’s Eye. That company, when sold in 1999, was valued at $60 million. Christopher Burch is the chairman and CEO of Tory by TRB. For more information, contact Tory by TRB, 257 Elizabeth Street, New York, NY 10012; 212-334-3000, Fax 212-334-3038; Web site: www.toryltd.com.
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