SYDNEY: Shoe retailer Aldo is set to launch its first CBD retail store in Westfield Sydney as part of a revived store rollout plan that was put on hold during the global financial crisis.
Aldo operator Busbrand’s managing director, Simon Nankervis, said the brand could step up from its current stable of 11 national stores to around 20.
“We are really reinvigorating our expansion plan,” he said. “Retail was tough in Australia last year so we took the approach to settle our business down and use the time as a way of consolidating our position.”
Nankervis declined to reveal future locations for Aldo, but said he is looking at opportunities nationally. It is the fifth year the Canadian-based brand has operated in Australia.
“We’ve spent the last three-and-a-half years strengthening the structure,” Nankervis said. “Redirecting the brand, getting it back out in the marketplace, so that Australians see it as a brand rather than another pair of shoes to buy.”
Aldo brand manager Lisa Iuele said the 85sqm location was due to launch on October 28. It will comprise a new- look format, with a hand-painted wall mural by Canadian artist Tim Barnard as a key feature.
She said around seven other stores have also undergone renovations, with a brighter, contemporary feel key. A major promotional move will see campaign images placed on Sydney flagpoles, centred around the Pitt Street development.
Iuele said the brand has recently changed its seasonal delivery schedule to see trends and campaigns introduced in line with the northern hemisphere.
The exception is high seasonal styles such as sandals in summer and boots in winter. The new northern winter 2010 imagery will be in the new store, featuring Canadian models Jessica Stam and Matt Gordon.
New product categories introduced for summer 2010 include bikinis, priced at around $39.95 per item. Leather bags have also been introduced, ranging from $119 to $150.
Iuele said small point of sale gift options such as keyrings have been included, with more planned for 2011.
Soon to launch is an online VIP and gift card system, with email blasts a major feature, according to Iuele. E-commerce is a big part of the brand’s future strategy.
Aldo originated in Canada and operates in over 52 countries. Average prices for ladies’ shoes are $139 to $149 and around $159 for men’s.
Busbrand is a division of Busby Holdings Australia. The company also operates Guess, Tumi and GAP Australia and has a network of 62 national stores.
Melinda Oliver