Kate Spade Launches A New Brand, Saturday

In an effort to capture the emotion and happiness that comes when Saturday arrives, Kate Spade just announced her latest venture – a new brand aptly named after everyone's favorite day of the week.

Come this Spring, Saturday will launch with multiple divisions, branching into clothes, accessories, beauty, tabletop, and home decor. While the line will be vast and meet a multitude of different needs, the direction is focused. “It’s meant to capture the spirit of Saturday every day of the week,” said Craig Leavitt, president of Kate Spade. Bright dresses, bold prints, and chic but easy separates make up the apparel portion of the collection, which will be priced at about 50% less than the Kate Spade New York.

As the weeks change, so will the Saturday website. Every week a new set of messaging will appear to pair with products of the week, changing as quickly as the days pass and the weeks turn into Saturdays. Of course, Saturday will tap into the social media influence, sharing customers’ tweets and images online.

Spade's new brand will be sold online in the US via Saturday.com, through e-commerce in Japan on Saturday.jp, and a flagship store will open in Tokyo, with a plan to expand into the Brazil market come Fall 2013.