Already a hit with influencers, Effie Kats proved this spring carnival she’s also a label for “serious” women. Now she’s on track to make her first $1 million.
Effie Kats knows this almost better than anyone in the industry, having comefive years ago, when her first label, Zachary, imploded after her main investor allegedly coerced her into signing away her business and ran up large debts in her name.
Backing fashion winners … Carrie Bickmore, Kylie Rogers and Montana Cox wear Effie Kats at Derby Day at Flemington.According to Kats, sales are up 35 per cent on 2023, and she’s on track to top $1 million in profit by June 30.
“What people appreciate is that we’re not overcharging them,” she says. “It’s Australian made, the quality’s amazing, and they’re timeless pieces.”Kats grew up in the historically working-class suburb of Coburg, where her workroom has been in her family for generations. It’s here she runs a showroom, though most sales come from online and wholesalers. From 2025, the brand will launch at David Jones, and she is exploring sites for standalone stores.
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