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The capital infusion will be pumped into the sales force, product development and online advertising.
By Kari Hamanaka on June 6, 2019
Petites label Amy Sport has received new funding.
Amy Sport, a petite sportswear label, said it has received a capital injection.
The investment by Patricia Grundhofer was for an undisclosed sum and also places Grundhofer in the position of executive vice president of business development for the Palm Desert, Calif.-based brand.
Amy Lipton, president, chief executive officer and founder of the business and its parent company Spitfire Petite Inc., remains the company’s sole owner. Lipton said the new money will be funneled into several business objectives, including online advertising, more hiring in the company’s sales force in a bid to expand into new markets and product development.
Amy Sport is targeted to women 5’6″ or under and is currently sold through its online shop and select retailers, such as pro shops and high-end boutiques online and off. The line is currently in about 35 doors.
The company, a little over two years old, notched gains from its first to second year with the new investment expected to continue that momentum, Lipton said.
The ceo, who is a former marketing executive at IBM, said she started the business in an effort to offer athletic golfers like herself petite options.
“I could never find stylish, well-made clothing to fit my athletic lifestyle,” Lipton said. “Everything required alterations, which changed the integrity of the garment. After doing quite a bit of research, I identified a large gap in the market.”
Markets being eyed for expansion include Florida, Arizona, Northern California, North Carolina, South Carolina, East Coast and Midwest, Lipton said.
Her background at IBM, in addition to marketing at several mid-size firms and a start-up, also helped.
“I was able to cull together a lot of experience across starting up businesses and marketing and, really, just having a keen understanding of what women like myself want to start the business,” she said.
Amy Sport currently sources its fabrics domestically in addition to Italy and Japan, while manufacturing takes place in New York and Southern California.
The company’s won a following in the petites segment with its focus on performance fabrications — such as anti-pilling, two- and four-way stretch and UV protection — across a range of sportswear.
The Amy Sport range will also see growth with the company now looking to explore additional performance fabrications, such as the breathable Breeze fabric, and new silhouettes plus prints.