Stomp of approval

It was born out of a company which imports and distributes music, DVDs and gaming products. Now, four years on from its inception, Stomp Fashion agency is entertaining the thought of international expansion, as Assia Benmedjdoub discovered.
 
The way Anna Kirby describes it, the decision to include a fashion category in Stomp's business portfolio was done with a shoulder shrug. The infrastructure was there. Fashion seemed like a viable alternative. There's always room for one more.

Of course, in reality it was probably much more complex. Incorporated in 1994, Stomp Pty Ltd began life as an independent Australian distributor of music, merchandise, DVDs and gaming products. Given its relative authority in these areas, it seems odd it would choose to broach a category outside of home entertainment. But that's exactly what it did in 2004, recruiting Kirby as fashion manager and taking on its first set of apparel collections.

"Drew Jorgensen [Stomp CEO] figured it would make sense to add another department due to the company's infrastructure and fashion seemed like the perfect are to explore," Kirby says. "It has 100 per cent growth every year since it started."

Needless to say, the bet has paid off. Currently distributing 10 brands across apparel, accessories and optical - including recent additions Oliver Goldsmith eyewear and Disney Couture jewellery - Stomp services 230 Australian retailers and select boutiques throughout New Zealand. On top of this, the company soon plans to expand its export division to include Asia and burgeoning designer hotspots like the Middle East.

Kirby, who admits she's "not a fan of self promotion", says its success lies in the exclusivity of its brand portfolio not in blatant advertising. Current labels under the Stomp umbrella include Steven Shein, Made You Look/Not 4 Nothing, Cereal Art, Band Tees, Goorin, To Die For, Members Only and Apparel Agents.

"In the beginning, we were more focused on complete apparel lines. Four years later we are better known for providing niche accessory and clothing labels that have one focus. At present, our company has been focusing on the higher end, niche and quirky designer accessories."

That's not to say it isn't servicing other areas of the market too. Alongside its higher end division, which targets the type of consumer who shops at Scanlan & Theodore and Cactus Jam boutique, Stomp also caters to the younger, edgier streetwear market. Those aged between 15 and 30, who prefer to spend their dollars at chain store General Pants or Bondi's Tuchuzy.    

"All labels within each of our two genres still remain niche as to keep the label's integrity," Kirby says, adding that good marketing and public relations strategies also help to maintain the integrity of both.

Given that many of the labels distributed by Stomp are sourced from overseas, particularly from the Northern Hemisphere, this is not the only challenge faced by the company. Accessory and T-shirt brands aside, Kirby says it can be difficult to sell in line with the American and European fashion seasons.

Educating retailers to purchase products nearly 10 months in advance was by no means an easy one, she adds.
"It was difficult to get retailers to indent so far in advance as some of the best pieces from cut and sew lines were the coats and heavier items for their fall collections which we were to showing during the spring/summer buying period."

Challenges notwithstanding, Stomp is not planning to solely nurture its position within the Australian market. Already servicing New Zealand retailers, it is also looking to set up international offices in America and the UK within the next five years. Kirby says both will adopt a similar formula to the one used here in Australia; spruking Asian Pacific brands which are either under or poorly represented within those particular countries.

"Our reputation lies on selecting good brands, backing the brands integrity in the territory and most importantly providing top service to our retailers."