What: Aqua, Bloomingdale’s private label has grown into a “full lifestyle” label and the company’s bestselling private brand.

Why it is important: Aqua is a full “lifestyle” label that offers trend-driven, diverse, and accessible women’s ready-to-wear and accessories which is a big differentiator in the market with the price point being available to all generations with no specific range.

The Aqua team consist of many people within the organization including fashion directors, creative directors, and merchandisers. Part of the label’s growth strategy is collaborations with third parties, including limited edition capsule collections, like their most recent with Maeve Reilly.

Although the label is not offered in the men’s category, they still have more opportunities in the women’s space with shoes, handbags, and jewellery. As well as plans for introducing more meaningful outerwear, intimate apparel, and pet products.

Bloomingdale’s private label, Aqua, is key to their success