Bella+Canvas (asi/ 39590) is taking its fashion-forward apparel to retail.

The Los Angeles-based supplier had previously only sold its trendy basics through wholesale channels like the promotional products industry. But on Monday, Bella+Canvas said that it has launched an ecommerce website to sell directly to consumers.

Love our products but not a business? Today is your day! Shop our retail site now at https://t.co/mvDZJGp832 and follow @bellacanvasla on Instagram for more updates! Tell your friends😊 pic.twitter.com/wyLVQ5Lm44

— Bella + Canvas (@BellaCanvasLA) October 7, 2019

Bella executives emphasized that the offering isn’t a source of competition for current wholesale customers. Products aren’t being sold for imprinting, but rather as blank fashion basics. Plus, wholesale customers will continue to be able to buy at wholesale prices. In fact, Bella executives said, the new retail venture could help bolster B2B revenue for the supplier and its wholesale customers.

“Our retail expansion will generate a whole new level of brand awareness for Bella+Canvas, and that demand, without a doubt, will funnel back through our wholesale channels,” said Executive Vice President Chris Blakeslee, who added that the decision to launch a retail presence came after years of fielding requests from people who’d discovered Bella+Canvas T-shirts and hoodies by way of branded apparel and wanted access.

The Airlume Cotton Crew Tee is among the styles now available at retail.

Initially, Bella+Canvas’ retail sales will go through its online-only ecommerce site. Still, the company has a longer-term, more encompassing rollout that includes popup stores in physical locations starting in 2020. “We’ve been making retail quality tees since we started making apparel over 25 years ago,” said Bella’s Danny Harris, co-CEO and co-founder. “We’ve always prided ourselves on doing wholesale different — perfecting our craft and making the most exceptional quality tees possible.”

The Bella+Canvas retail line offers men’s and women’s styles in signature fabrics, such as Airlume jersey, triblend, vintage slub, flowy and fleece. Prices range from $18 to $38, and there are three-pack bundles available starting at $30.

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