Morrison goes to Hollywood

SINCE Australian label Sass and Bide appeared on US television show Sex and the City, it has turned into a $100 million business.

Clearly, television endorsement works.

That's great news for Western Australian clothing brand Morrison, whose fashions are currently gracing television screens worldwide in the hit US medical drama Private Practice.

Though a stroke of luck, it is another step forward for the husband and wife team and WA Business News 40under40 award winners Richard Poulson and Kylie Radford, who, since establishing the brand six years ago, have become a high-end interstate exporter.

They have proven themselves to be astute business dealers, but they cannot claim the marketing credit for this one.

Private Practice star Kate Walsh was browsing in their Paddington store last September, and liked the clothing so much she sent samples to the American producers of the show.

US network ABC and costume designer Cynthia Bergstrom also liked them, deeming them appropriate for her medical professional character.

"Kate walked into the store and spent a fortune and then called us about Private Practice. She loves, loves the clothes," Ms Radford said.

"She got great service, loved the clothes, and now we send her stuff all the time."

Though some materials are sourced from elsewhere, Morrison uses 100 per cent WA wool in its large component range of knitwear.

All of the clothing manufacturers are WA-based, and the designers, all local, operate out of their warehouse in Fremantle.

They are expecting an increase in demand, although they haven't predicted how much, but in anticipation, will launch an online store for international markets in June.

"This should alleviate any instant demand," Mr Poulson said.