Austin Group rides kidswear wave

MELBOURNE: Leading wholesaler Austin Group is leveraging the growth of the kidswear market with the addition of two new labels to its children's apparel offer.
The casualwear specialist has scored the Australasian license for Mini Minors, which targets boys and girls under seven, and Bridget B, which targets girls from eight to 16 - from previous licensee Mini Minors Australasia.
The deal will see it driving the design, manufacturing and distribution of the labels from summer 06 onwards.
According to Rob Hartman, managing director of fashion consultancy Stenton Capital - which facilitated the agreement - the move would greatly improve market penetration for both labels.
"The Austin Group is a specialist ragtrader and one of the biggest players in the childrenswear market. They have a great design capability and a fantastic supply chain out of China and India, a lower cost base and a strong commitment to supporting brands," Hartman said.
From Austin Group's perspective the move would add to the group's strong brand and label portfolio in childrenswear and further strengthen its position as a leading fashion supplier in that market, confirmed general manager childrenswear Sharon Jones.
"Mini Minors and Bridget B have great brand recall and partnered with our design expertise and distribution infrastructure will continue to grow."
Austin Group would continue to grow Mini Minors and Bridget B's marketing activities through extensive print advertising and in store point of sale support, although a dramatic repositioning was not on the cards, she said.
"Both brands have found their position in the market over a number of years and Austin Group does not plan to change their positioning. Buyers can expect to see the quality of the ranges improve and also see the distribution of both Brands managed more tightly."