TravelSmith to mail women’s spin-off

Novato, CA-based TravelSmith, a catalog and online merchant of men’s and women’s travel apparel and accessories, plans to launch a women’s apparel and accessories catalog and Website.

Titled IOS, which stands for Individual Original Style, the brand targets women 40-55 years old. TravelSmith’s senior vice president of marketing and creative Naomi Langbecker says the first edition is set to drop in late March.

TravelSmith’s goal with IOS is “to create a line of apparel that allows our customer to express herself in a distinctive and creative way,” Christine Harrison, vice president of merchandising, said in a release. “Our target customer is confident, vibrantly alive, and responsive to color and artistry in her attire.”

The 48-page debut catalog was shot in Puerto Vallarta, Mexico, and is organized by color. This allows customers to zero in on what works for them “and easily build a wardrobe of artistic pieces around key items,” the release stated.

TravelSmith is part of the Cornerstone Brands group of catalogs, which were purchased by IAC/Interactive Corp. last year. Fellow Cornerstone title Isabella Bird also sells women’s apparel. Itself a spin-off of men’s and women’s apparel catalog The Territory Ahead, Isabella Bird appears to target a similar audience as IOS. According to its data card, Isabella Bird buyers have an average age of 45 and an average income of $95,000.

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