Europe to polish Rusty offer
PERTH: Surf brand Rusty is heading up market following the establishment of a European subsidiary in Biarritz, France.
Rusty's Perth-based parent company Vegas Enterprises, which acquired all the rights to the US-originated Rusty brands last June, has invested in wholly owned European holding Vegas Europe.
It is understood the move marks Rusty's return to the region following a four-year hiatus after the previous licensee withdrew for non-brand related reasons.
Rusty international business manager Ces Wilson said the European market was ready for the brand's re-entry.
"The good thing is that while the brand has not had an on-the-ground presence in Europe for a while there is still a lot of brand equity in the European market and a great deal of enthusiasm for the label."
The move had opened the brand to the surf market's three main territories; adding Europe to existing holdings in the US and Australia, he said.
"This has created better synergies for all three territories and will enable us to develop a range of technical apparel, mainly board shorts. We'll be able to buy into technical fabrications and also to develop fabrications exclusively, and we won't be hampered by the issues that smaller companies face regarding 'minimum makes' and pricing."
With around 450 wholesale clients across Australia and ranking as Australia's third largest surf apparel supplier, the move into technical apparel was also in line with Rusty's heritage as a technical surf board specialist and leading board shorts brand, he said.
"Rusty is also increasingly focused on the fashion side of the surfwear market. With board shorts retailing for around $70, we also plan to introduce a high-end range."
This reflected widespread consumer interest in "aspirational" product across all sectors of the fashion and clothing industry, he said.
"Traditionally the majority of players in the surfwear market have been very price-point conscious. However we believe that introducing a premium level offer is very important in terms of enhancing our brand recognition and profile."
Rusty's European presence would also open the brand up to an additional design resource, as well as enhancing its understanding of heavier fabrication requirements due to Europe's cooler climate, Wilson said.
By Belinda Smart