Max defies retail cool-down

NATIONAL: New Zealand women's fashion chain Max is defying current trends by continuing with its plans to expand into Australia while also undertaking a brand overhaul. The news comes despite the fact New Zealand is in the grip of a recession prompting several other brands, including competitor Glassons, to shelve their expansion plans.

Max marketing director Sandy Burgham told Kiwi business titles the New Zealand Herald (NZH) and the National Business Review yesterday (December 1) that the 39-store brand intended pushing ahead with its planned expansion into Australia.

Burgham said the brand, owned by Trans-Tasman group Ezibuy, would also seek to capitalise on its parent group's cash reserves by extending its fashion lines, repositioning its core market, upgrading its fabrics and reworking its existing store fitouts.

The company has also picked up exclusive sponsor status of the launch of new reality television show New Zealand's Next Top Model which airs next year.

"We're a fashion house,we can't stand still and even in a less than fabulous economic cycle we absolutely believe that a great brand like Max needs to be positive about the future and we;ve come up with what we believe is a watertight strategy that will see us continue to evolve," she told the NZH.

For more read the next issue of Ragtrader, available on newstands from January 16, 2009.