"Honestly, we dream big," Ms. Collage said. "We continue to grow our distribution and grow with our partners."
The recession has helped the brand, as high-end retailers are increasingly looking to contemporary price points. Ms. Collage says the average price point is around $395, though outerwear and leather items are priced as high as $500 to $700. The line mostly attracts women 18- to 30-years old, though some older women are also fans.
"The timing was right, no question. With Elizabeth and James, [consumers] are getting a lot of design for the money," she said. "And the girls' involvement certainly helps, making sure that they focus on the relationships with editors. Especially with the recession, we saw some of the books that weren't so interested in Elizabeth and James, [asking] especially in the past 18 months, 'What can you show me that's $500 and under?'"
So far, the brand has shied away from traditional advertising, preferring to focus on private appearances by the Olsens at select stores, as well as Elizabeth and James' own website and publicity materials. The appearances typically involve just 30 to 50 of the store's top clients, allowing the Olsens to pick out looks for customers, Ms. Collage said. "They really are very hands-on in the design and everything else," she said. "They don't want it to just be a celebrity brand where they've [just] put their names on it."