Appana throws open doors on new outlet

High end shirt manufacturer Appana is heading for the bright lights of Sydney's inner city.
After more than 20 years as a wholesaler, servicing boutiques across New South Wales, Tasmania and Queensland, the brand's owner Sphinx has opted to open its own standalone retail outlet.
Sphinx national sales manager Frank Merlo said the move had come about, ironically, because of the tough trading conditions experienced by many in the industry.
"No retailers are paying their bills. The way we look at it is it is a means of getting out label out there. We could advertise but there would be no guarantee of a response - this way it's killing two birds with one stone."
Merlo said as one of the few remaining shirt and jean manufacturers in the state - producing for Tsubi, Saba and Morrissey - the move would offer the brand a distinctive advantage when it came to selecting stock.
"Because we manufacture in Bankstown, I can essentially do something that no one else can do in Australia. I can turn around and change my whole range every three to four weeks."
The company has taken out a three-year lease with Westfield to occupy a site in its Imperial Arcade complex, opposite David Jones, in the heart of the city.
Merlo said Sphinx had spent $10,000 refitting the store, due to open today (November 18), but would be using "95 per cent of what's already there" for two reasons. Firstly, because of Westfield's plans to redevelop the site at a future date and secondly, because there are no guarantees about the future of any retail business.
"I can't afford to justify spending $15,000 on fixtures if we're going to be in there for only 18 months. There are only two certainties in life - death and taxes."
Merlo said the Apanna range, which normally retails at price points of between $179 and $275, would probably be offered at an opening special of around $79.