Asembl Announces DTR Partnership for Ellie Whittaker

Products include apparel for all ages.
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November 21, 2022

Ellie Whittaker.
Ellie Whittaker.Asembl

Brand extension agency,


, has secured a direct-to-retail partnership for designer Ellie Whittaker with Australian family fashion retailer, Best&Less. The partnership will see Ellie Whittaker’s signature designs ranged across apparel and accessory categories with the retailer. 

This first range features six key prints – Native Birds, Animal Instinct, Seascape, Beach Shack, Weekend Palms and Gumdrops, each connected with a personal memory from Whittaker’s childhood and inspired by her Queensland home and coastal lifestyle.  

Styles range across clothing including T-shirts, shirts, dresses, swimwear, accessories, sleepwear and underwear.  

“We are beyond thrilled to secure this direct-to-retail partnership for Ellie Whittaker with Best&Less – kicking off with a fabulous summer 22/23 collection which is now in-stores and online,” says Justin Watson, managing director, Asembl. “Testament to Best&Less’s strong commitment to Australian designers, Ellie’s first summer 22/23 collection for the

retailer features a range of bold and bright prints across a range of exciting styles from apparel to accessories for the whole family. With her unique take on patterns full of wonder, color and whimsy, Ellie is Australia’s next generation pioneer of iconic Aussie prints and design.” 

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