LaPointe Elevates Statement Dressing with New York Atelier Launch

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LaPointe Expands Direct-to-Consumer Efforts with New Atelier

LaPointe, a fashion brand that has been in business for 15 years, is taking significant steps to enhance its direct-to-consumer strategy. The company recently opened The LaPointe Atelier at 31 Howard Street on the second floor, creating a dedicated space for private appointments focused on statement occasion dressing.

Sarah Adelson, LaPointe's business partner and chief executive officer, highlighted that the 15th anniversary was a time for reflection. “We looked backwards and where the brand’s been and where we want to go,” she said. “We really wanted to double down on statement occasion dressing and that luxury customer who’s always come to us for that.” The brand aims to provide a personalized and intimate experience for its high-end clientele rather than trying to appeal to everyone.

Adelson explained that while LaPointe has always offered special occasion dresses and daywear, the focus now is on pieces that transition seamlessly from day to night. The brand is moving away from purely daytime wear, emphasizing the importance of versatile, attention-grabbing designs.

Wholesale remains a crucial part of LaPointe’s business model. Adelson noted that major retailers such as Neiman Marcus, Saks Fifth Avenue, Moda Operandi, Harrods, and Forward continue to purchase the brand’s "special statement, beautiful pieces."

In addition to expanding its wholesale presence, LaPointe has significantly enhanced its online offerings. The company has created a more extensive product category to serve its clients. Adelson emphasized that the atelier serves as a destination where customers can experience the brand in person, something the company hasn’t had before. Unlike traditional retail spaces, the atelier is located in the brand’s studio and is exclusively for VIP clients who make appointments.

To support this new initiative, LaPointe has hired a direct-to-consumer team to assist with customizations and offer an exclusive brand experience. Marketing efforts are also being refined to better align with the brand’s identity and the needs of its clientele.

Focus on Statement Pieces

LaPointe’s creative director and cofounder, who met Sarah Adelson at the Rhode Island School of Design, shared insights into what her customers seek. She mentioned that her clients desire statement pieces, such as dresses with feathers. These designs are meant to attract attention while still being easy to wear. For example, she is working on a double-face satin bias dress with feathers, which she describes as simple yet impactful.

The brand’s spring collection highlights fine details, including intricate embroidery and handcrafted elements. LaPointe hand-sketched every piece, resulting in a tight collection of around 21 or 22 looks. This level of detail allows customers to see the craftsmanship up close.

LaPointe’s appeal spans a wide range of ages, from younger individuals to more mature clients. She expressed gratitude for having dressed notable figures like the Jenners and Oprah. “I think that’s what truly keeps us in business because it’s not a very specific narrow range,” she said.

Intimate Experiences and Strategic Growth

The atelier will host an intimate spring fashion show on Saturday at 1 p.m., followed by an official launch event on September 18 hosted by LaPointe and Jessel Taank. The brand emphasizes the importance of providing an engaging and memorable experience for attendees.

LaPointe has also expanded its reach through successful trunk shows in key markets such as New York, the Hamptons, Dallas, and Atlanta. These events often take place in hotels or stylists’ homes, further enhancing the brand’s exclusivity.

About 90% of LaPointe’s collection is manufactured in Manhattan, ensuring quality control and fit. LaPointe noted that the proximity allows for quick quality checks, contributing to the brand’s reputation for excellence.

She also emphasized that her fashion shows are designed to be dynamic and visually stunning. “I’m going to give you a show. I’m not going to give you something boring,” she said. The brand aims to showcase unique pieces that stand out from typical runway presentations.

LaPointe continues to innovate and evolve, maintaining a balance between luxury and accessibility. With its new atelier and strategic initiatives, the brand is well-positioned for continued success in the competitive fashion industry.