Bigger Bums for women in 2010

Iconic underwear brand aussieBum is planning to venture into new territory, just one month after its exporting prowess was rewarded by the NSW state government.

Co-owner Sean Ashby said the company will launch a range of women’s underwear next year called ‘Women Can Wear’. The line – which will feature popular men’s underwear styles adapted to fit the female form – is part of a broader strategy to pitch aussieBum as a lifestyle brand, with further expansion planned into men’s accessories, loungewear and leisurewear.

Ashby said a surf life saving-inspired range of women’s swimwear could also be released in 2010, depending on the performance of its underwear offer.

The announcement follows government recognition for aussieBum last month. As first reported in ragtrader.com.au, the nine-year-old company, co-owned by Guyon Holland, won the small to medium manufacturer category in the 2009 Premier’s NSW Export Awards.

Ashby credited the brand’s speed to market as key to its overseas success. All key production processes are undertaken in-house and manufacturing is also based in Australia.

A new product concept can be developed on Monday and be ready for sale on the brand’s website by Friday, Ashby said.

“We [would then] have a minimum order produced over the weekend. Come Monday, we have online orders already received, we’ve got goods coming in – we are effectively making money from day one.”

Ashby claimed international retailers can order “one unit or a thousand units” and expect delivery within two weeks. aussieBum currently exports to department stores in approximately 20 countries across Europe, the US and Asia; more recent markets include China, Russia, Singapore and the Canary Islands.

Over 500,000 units were exported in the 2008/09 financial year, encompassing retail store orders and individual orders via its online sales portal. The brand recorded a turnover of $23 million for the period, up from $16 million in the previous year.

“We don’t have a traditional sales team but we do have distributors where language or cultural issues are a barrier,” he said. “We have an online wholesale section that is specifically set up for stores to be able to order directly from us.”

Ashby said tailored marketing campaigns are also integral to aussieBum’s success, with images of bronzed, sporty Australian surfers an ongoing theme for the brand. An aggressive outdoor advertising campaign has already been launched throughout central London and includes 500 pre-Christmas bus shelter billboards.

Online social networking forums have also been embraced, with video advertising campaigns created to distribute via Twitter and Facebook. Early next year, the brand is to launch an informative online campaign to expose its manufacturing methods.

“In 2010 we will be looking more into natural fibres that are good for the human body as well as the environment,” he said.

Domestically, the company retails in tourist hotspots and online.

Melinda Oliver