Young retail chain to SX up eyewear market

SYDNEY: Multi-brand retailer SX is planning to shake up what its sees as the monopoly currently dominating Australia's eyewear industry.

The Rosebery-headquartered company, owned by Marcion and General Optical and a small share by BBRC retail, currently has seven stores throughout New South Wales and earmarked 30 additional sites for the next financial year.
A representative for the company cited Sunglass Hut as its biggest competitor, with the latter boasting 220 stores throughout Australasia and a strong positioning in the sport and luxury eyewear categories.

SX marketing manager Katherine Robinson said the company hoped to introduce some diversity into the Australian market. "Although market share is small, our aim is to become a well-loved national retail chain," she said. "We want to offer shoppers a different and more competitive choice when purchasing."

While a flagship site is planned for each capital city, the business has identified Brisbane as its next key market. Robinson said SX's mix of kiosks and retail stores meant it was "flexible" to a range of shopping centre and independent shopping strip layouts.

"Our expansion strategy is to grow organically and target slightly less mined pools of retail locations. We will evaluate shopping strips especially when it comes to opening our pinnacles and flagship stores for each city."

The company has invested in a range of PR and marketing promotions to boost brand recognition in Australia. It has appointed Sydney-based public relations agency Agent 25 to drive national media coverage and launched a series of in-store VIP nights featuring fashion parades and style sessions. Smaller promotions, such as offering Sex and The City DVDs with the purchase of its "top ten picks" of the season, were aimed at maintaining and growing a loyal consumer base.

"These activities are based completely on retail theatre that gives consumers value," Robinson said. "We do this by focusing all marketing events on particular selected brands, telling a premium story and giving value offers." Sunglasses and optical brands available at SX include Nike Vision, Fendi, Coach, Sean John, JPG, Rudy Project, Calvin Klein, Dior, Electric and Pucci. SX first launched into the Australian market in 2006 with the launch of a flagship site in Bondi Junction.

By Assia Benmedjdoub