Running Bare design director Yolanda Powell reveals how the brand cracked the US market.
Let's start with a domestic picture. How many stand-alone stores does Running Bare operate?
We have 12 Running Bare flagship stores across the four more populated states, (NSW, QLD, VIC, WA).
This is as well as our e-boutique runningbare.com that services Running Bare loyalists nationally and internationally, wherever they may be.
Our 12 Running Bare stores will soon expand to 14, probably at the same time as when you go to print.
Running Bare Chermside & Running Bare Pacific Fair will be opening in April and May 2017.
How many department store concessions?
Running Bare is available in 15 David Jones stores Australia wide and at David Jones.com.au
How many wholesale accounts?
Running Bare is stocked in Rebel & Amart stores nationally and online, as well as all good sporting specialist stores and retailers nationally. As well as internationally available in New Zealand; Asia; UK and the US.
When did the brand expand into the US market?
In 2016, with Carbon 38 and a number of independent retailers.
How many doors is it across and what are some of the major accounts?
In our first six months of trading we have about opened about 20 doors.
Carbon 38 is the clear stand out e-tailer as the premium destination site for activewear specialists, across the USA and are just going from strength to strength.
We have a large customer base in the US and particularly in Texas - the fastest growing state in the US and are very focused on health and well being.
A number of independent sports boutiques across the US from New York, Palm Beach, Pittsburgh to Portland that we have selected to partner with Running Bare.
We find it vital to success to make sure you partner with the right customers, that fit our brand ethos, to ensure a long and profitable working relationship.
This has been the basis of our Australian success and we find it working well for us internationally as well.
What prompted the brand to venture into the US?
It was really an opportunity we couldn’t pass up.
The fact we are trend-driven and produce 80% of our product here in Australia was appealing to the US retailers and consumers as they weren’t used to that level of quality and luxe fabrications, in fashion forward printed statements.
Running Bare offers cutting edge performance fabrics, for example our four-way stretch, seamless and wicking technologies, but we are realistic with our cuts and make sure everything fits and flatters up to a 22.
What was the process for setting up the US business?
We were continually being approached by retailers, and invited to appear at trade shows, that eventually the requests became so frequent we decided to take the leap and went over to show at trade shows in New York and Los Angeles to meet with all these buyers, early in 2016.
What are the key challenges of operating in the market?
The US Market is not unlike Australia’s in how it operates but there is an added layer to consider and plan for. For example charging in US dollars, fluctuating exchange rates, shipping costs across both airfreight and seafreight options; as well as ensuring you are meeting duty and customs documentation and legalities and so on.
What are the opportunities and growth plans ahead?
We have a steady rollout planned for the US market, and will approach the UK / Europe market much the same way.
Has the brand made any new executive appointments to its team?
At the end of 2016, we appointed a global wholesale sales manager due to our massive growth. Sue Humberstone. Sue came to us after a very successful 25 years at Seafolly Australia.
Sue has extensive sales management experience across both national and international markets and was most recently the Seafolly national wholesale manager for Australia and New Zealand.
Sue is a key member of the Running Bare executive team, whose key objective is to develop and implement our Running Bare global vision and growth strategy.
There has been a lot of talk about the impact of international competitors and the Australian dollar on businesses. How does Running Bare see the market?
We’re fortunate in that we’re the original womens active wear player in the Australian market.
For us quality is key.
The integrity of our product has provided our brand with over 34 years of success, which is why we are still making and designing Running Bare here in Sydney, Australia.
We design for the Australian marketplace, with the Australian women in mind.
Our primary focus is to constantly push the boundaries by creating fierce fitness fashion that embraces superior performance, quality and design.
We specialise in creating flattering and functional activewear, for all lifestyles, that is trend driven - with new prints delivered in store every month.
Ultimately we know our product and our customer and we focus on delivering what they need month after month.
The diversity in the market doesn’t worry us, because our customer relies on our quality and consistency and the fact that we are still Australian made, owned and designed.