Luxury sportswear brand Aflalo, founded by Yael Aflalo, is expanding its retail footprint through a global digital partnership with Net-a-porter. Starting this week, the retailer will carry an 18-piece high summer collection, marking a shift for the New York-based brand from a direct-to-consumer model to a broader international luxury distribution strategy.
Strategic Expansion into Global Luxury Retail
Aflalo’s partnership with Net-a-porter signifies a move toward steady, wholesale growth. According to Yael Aflalo, the brand selected Net-a-porter for its reputation as a “premiere luxury destination” that offers stability in a volatile retail market. While the brand previously experimented with a limited partnership at Moda Operandi, the new arrangement with Net-a-porter is intended to be an ongoing, long-term collaboration.
Did you know?
Aflalo is opening its first flagship store this November at 65 Greene Street in New York City, located directly across from its current design studio.
Collection Highlights and Manufacturing Shifts
The high summer collection arriving on Net-a-porter features a mix of functional and elevated staples. The 18-piece lineup includes satin cargo shorts, plissé dresses, and surf-inspired capri shorts. Signature items, such as the Lolana Pant, have been updated with new colorways, alongside the Audra Jacket—a satin bomber that serves as a summer iteration of the brand’s established leather pieces.
Brigitte Chartrand, chief buying and merchandising officer at Net-a-porter, noted that the brand’s “effortlessly sexy, modern and timeless” aesthetic fills a gap in their current occasion-wear offerings. To support this growth, Aflalo confirmed the company has transitioned its entire manufacturing process to Italy, utilizing luxury-grade fabrics for the full range.
Pricing and Positioning in the Luxury Market
Despite using high-end materials and Italian manufacturing, Aflalo maintains a price point described as “friendlier” than traditional luxury labels due to its direct-to-consumer origins. Price points for the collection are structured as follows:
- Jeans: Approximately $450
- Pants: Starting at $690
- Dresses: Starting at $990
- Satin Bomber Jackets: $1,500
- Leather pieces: Starting at $2,500
The brand currently offers sizes ranging from 0 to 12. Yael Aflalo identified her primary target customer as herself and her social circle, focusing on a balance between masculine and feminine energy to represent the complexity of the modern woman.
Future Outlook and Brand Development
Growth for Aflalo has been fueled largely by word-of-mouth exposure. While the brand is currently prioritizing its upcoming 3,000-square-foot flagship store designed by Martin Brûlé Studio, Yael Aflalo confirmed that the company has “big plans” for further physical expansion across the country.
The brand’s trajectory follows Yael Aflalo’s departure from Reformation, the Los Angeles-based company she founded in 2009. While Reformation focused heavily on sustainable practices and vintage-inspired designs, Yael Aflalo stated that sustainability is not a primary focus for the Aflalo collection, which instead emphasizes a blend of emotional and sensual aesthetics.
Frequently Asked Questions
Where can I purchase the Aflalo collection?
The collection is available on Aflalo’s official website, aflalonyc.com, and starting this week, via Net-a-porter.
What is the size range for Aflalo garments?
The brand currently carries sizes 0 through 12.
Where are Aflalo products manufactured?
The company recently moved all of its manufacturing operations to Italy.
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