The relaunch of German-based womenswear brand Basler will be backed with a national rollout of stores over the current calendar year.
Distributor Tinine relaunched the brand in Australia and New Zealand at a celebrity-studded function last month, celebrating its global revamp under new creative director Brian Rennie.
Rennie, former head designer of Escada, was appointed to the 75-year-old company last year, boosting its annual turnover to 175 million euros.
Basler Australia managing director Robert de Keyser confirmed the brand has had two national stores since 2011, with plans to establish 12 free-standing sites and 45 doors by the close of this year.
“Currently the brand has over 1000 outlets worldwide and outside of Russia, Australia is the next fastest expanding market,” he said. “Within our local market, we are happy to expand our monobrand base by inviting our existing long-standing stockists to enter into joint venture arrangements to open monobrand stores.”
Sydney CBD, Chatswood, Bondi Junction, Chadstone, Perth, Auckland, Melbourne CBD and Brisbane have been earmarked for stores this year.
Rennie is credited for reinvigorating the brand for a younger audience, with 1000 garments availabel per collection at price points of between $500 to $1000.
Assia Benmedjdoub